MANAGEMENT MECHANISMS FOR THE FORMATION OF THE BRAND AS A POSITIVE IMAGE OF A HIGHER EDUCATION INSTITUTION

Abstract

Abstract. This article analyzed the mechanism of brand management as a positive image of higher education institutions. The wellfounded role and significance of the brand as a factor that helps managers manage higher education through the prism of the process of its integration into the international environment, which exacerbates the issue of prestige in the national market. The expediency of creating a positive educational image for both higher education institutions and educational services has been determined, which increases the efficiency, level and quality of the education system of Ukraine as a whole. Groups (subjects) are defined according to educational institutions, educational services and the higher education system, such as the state; shareholders, investors, financial institutions; actual consumers – people who buy, use services; potential consumers – people who could buy or use services, but for some reason do not buy or use them; employees – actual and potential. As a result of the study, criteria were proposed by which a higher education institution with a brand and a positive image is characterized. The process of creating educational branding was presented, which consists of: creating a concept, positioning, defining a communication strategy and a creative strategy, choosing a technology for creating an image of the brand of an educational institution and an educational service, and translating the idea of a brand into a real reference or image that will be associated with the brand, studying consumer reactions and brand acquirer, brand management. Proposed areas of further research. The data of the conducted analysis will help managers of higher education institutions to build a flexible management system focused on branding and a positive image.