Higher education institution brand positioning

Abstract

This article explores the importance of an effective organizational brand and defines its role in the functioning of a higher education institution. It also compares the differences in interpretations of the concept of a university brand. It focuses on the essence of the educational organization s positioning process, as well as its external and internal components. It identifies key factors that have the greatest impact on graduates assessments of the quality of their education. A factor analysis conducted to determine the components that have the greatest impact on determining a higher education institution s position in the field of educational services. The study presents a university brand DNA model developed using a marketing approach. The novelty of this study lies in its proposal to incorporate a traditionally external element—the primary employer—into the university brand DNA model. The paper also demonstrates the need to introduce an exogenous component into the brand DNA of a higher education institution. The practical significance of this study lies in its potential application in the work of higher education institutions aimed at improving existing brands or developing new ones.