Brand management of academic university in the modern digital age

In today's digital world, universities are not only focusing on higher education services, working alongside marketing and branding activities like other industries. There is a huge competition in the education industry and universities are striving to strengthen their relationships with prospective students. The purpose of this study is to identify the importance of brand management at universities, as well as to learn how academic universities (Russian and Indian universities) can improve the image of their brand and create demand for their specialized courses. The article also describes technologies that influence the decision-making process of the target audience (in this case students).