The reputation of any organization is an important asset in which they invest the money they value, thanks to which you can attract more customers and set a higher price in the markets for goods and services. In the article, we will analyze the components of the brand of the educational institution, the main stages of its formation, diagnostic and promotion tools, we will also consider how to measure the effectiveness of this process, we will offer a number of universal indicators that can be taken as a basis for organizing this work in any educational institution. The relevance of this topic is caused by increasing competition between educational institutions for applicants. The choice of an educational institution is based on the established reputation of an educational institution in the educational services market. The conscious policy of the institution regarding the formation and development of its own brand becomes important.
brand name reputation, educational institution, target audience, communication channels, performance indicators
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