Features of the formation of the brand image of a higher educational institution

The article touches upon the key features of the formation of the brand image of a higher educational institution. The concepts of brand and brand image are revealed, the main advantage of using a brand is indicated, which consists in convincing a potential consumer to make a conscious or unconscious choice. The stages of the university brand creation process are presented. Competitive advantages and values that a higher education institution can use to form a brand image are outlined.