UNIVERSITY BRAND: MODEL AND METHODOLOGY FOR COST EVALUATION
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Abstract
The authors consider the elements of the university brand, which have a number of distinctive features due to the specific characteristics of the university and the characteristics of the products provided by the university in the market of educational services, the market of scientific and technical products and the labor market. The authors clarify the content of the university brand model, which makes it possible to take into account the characteristics of markets, competitors and the specifics of the target audience. When developing a university brand model, the authors suggest taking into account its position in international university rankings. The analysis of indicators of the international rankings of universities QS, THE, SIR, ARWU and RUR made it possible to identify groups of criteria for evaluating universities, reflecting certain aspects of their activities, which must be used when developing a university brand model. The authors propose to evaluate the effectiveness of the developed university brand model based on the value of the university brand.
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