Branding in the System of Higher Education

The IIER - 628th International Conference on Advances in Business Management and Information Technology (ICABMIT). CHENNAI, Tamil Nadu, India 23rd-24th April 2019

10 Pages Posted: 14 May 2019

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: April 24, 2019

Abstract

The paper deals with analysis of branding in the system of higher education. In our opinion universities' image of the university helps consumers navigate, making the choice more secure, reliable, convenient and easy, that is, the process of choosing a university becomes more comfortable and operational. We argue that it is possible to consider the key task of universities to ensure and increase competitiveness, including through purposeful work to create a brand or improve (maintain) an existing brand.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Branding in the System of Higher Education (April 24, 2019). The IIER - 628th International Conference on Advances in Business Management and Information Technology (ICABMIT). CHENNAI, Tamil Nadu, India 23rd-24th April 2019 , Available at SSRN: https://ssrn.com/abstract=3375669

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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