Brand considered as one of the factors related to competitive ability of russian universities

The article states an analysis of process of university brand development and subsequent establishment. It gives a comparison of ideas between competition and competitive ability, brand and branding within the higher education concept. Author discusses a degree of probable brand influence on the level of university and graduate competitive abilities in the scope of further employment. The present research provides not only a base model of brand promotion, but the main tools that allow to increase brand activity effectiveness. In addition, the article comprises an estimation of international and Russian rankings that allows for conclusion of importance about university brand usage in the educational scope.