A multi-level approach for the creation of the university's brands strategy

The ongoing development of the university depends on the level of strategically marketing organization. Marketing strategy and brand strategy as a component of it, can form a successful overall strategy of the university. The integration of branding strategy with the main universities' strategy and the formation of brand-oriented university image are destined by the brands' identity. The identity of the universities' brand acts as a kind of a bunch during the intersubjective marketing of communication and plays a priority role in the development of the university strategy. Brand of universities' strategy regarded by us as the joint creation of social and ethical values of the universities' brand, based on the use of best practices of its identification, differentiation and impact on the target audience.