Brand as a component of universitys informational contour

Active Russian inclusion in the world economic system causes the necessity toincrease the competitive positions of domestic universities that in turn mostly depends on perfection of their marketing activity, includingformation and development of branding. The success of work of a higher educational institution is predetermined by a coordinationof activity of all its structural divisions aimed at a joint search of the most effective decisions based on marketing principles. In universityactivities the concept of branding combines the commercial and social components of a marketing policy of creation of long-termconsumer preference to this or that university. Recently, Russian higher educational institutions all address in the activity to the conceptof branding from the perspective of enhancing the prestige of the University. The analysis of brands of Russian universities is based onthe estimation of tendencies of development of the education system. As a result of the realized analysis it has been established that thebrand of the university has the specific foreshortening caused by influence of factor groups. Among them we can allocate such factors asincreasing of globalisation and international competition in the higher education market, an active position of the state and orientationon increasing of innovative potential of universities. The information contour of the university is predetermined by its brand. Marketingresearches allow correlating more precisely theoretical and empirical levels within the limits of the theory of branding, systematizingempirical results, orienting them to the verification and the development of theoretical propositions step by step. In the economicorganizationalplan the education system is an adequate economic-political system. It finds reflection in the university policy of branding.Productivity increase of branding in many respects is based on information openness of the educational process and clearness ofinteraction of all its participants, including the state. And the best indicators of the university are in many respects caused by professionalismin the sphere of branding. It is necessary to make active social-ethical orientation of the brand of the university. It will allowchanging the traditional relation to knowledge. Knowledge is the goods, which has both the cost and the value. The brand provides anactive feedback with the environment to the university and creates preconditions for realization of correction of qualitative parameters ofthe educational process - of improvement of quality of training of specialists and their specialization.

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