Brand of higher educational institution: features of formation and promotion

Major changes, such as globalization, decentralization, internationalization and increased competition, are characteristic of most countries. These changes affect how higher education institutions currently operate. Higher education branding is gaining momentum with the growing number of private universities, changes in people's attitudes towards education and changes in opportunities. Branding in education should be based on the experience and further employment of graduates. Brand and academic quality of the university are interrelated criteria for attracting the right talent from both teachers and students.