University Brand Development Under Conditions of Social Demographic Changes

摘要

The substantiation of recommendations for developing directions for the development of a university brand is an integral part of the development of an intellectual society, as well as the foundation for an advantage in a competitive environment in the context of socio-demographic changes. The development of the Internet space has also become an element of the conditions in which higher education institutions are located. On the one hand, this provides an opportunity for closer, faster interaction and exchange of experience, and on the other hand, it shows the difference and uniqueness of higher education institutions among themselves. In addition, the modern world, from the point of view of socio-demographic development, is changing (some countries are going through a demographic crisis, others are experiencing too rapid population growth, including through migration) and this forces the scientific community to pay attention and take into account when forming a university promotion policy in the market of educational services. These studies show the demographic and migration prospects of society, which must be taken into account when developing a university brand. The authors developed an organizational and economic mechanism for the formation and promotion of a university brand, which justifies the need to integrate university brand management into the educational institution management system.