БРЕНД УНІВЕРСИТЕТУ ЯК ОБ’ЄКТ НАУКОВОГО ДОСЛІДЖЕННЯ

The article examines the concept of university brand as a subject of scientific research. The article analyses theoretical approaches to the definition of the concept of ‘university brand’, methodological principles of its formation and development, as well as practical aspects of university brand management in the current conditions of global competition in the market of educational services. The theoretical foundations of branding in higher education are considered, and the approaches of Ukrainian and foreign scholars to the definition and development of a university brand are compared. The research methodology is based on a combination of qualitative and quantitative methods, including a systematic analysis of scientific literature, expert interviews and sociological surveys. The theoretical significance of the study lies in the development of scientific ideas about the essence of the university brand as a complex social and communicative phenomenon. The article presents a comprehensive study of the university brand phenomenon as a complex multicomponent system in the context of modern higher education. The relevance of the study is due to the intensification of competition in the global market of educational services, where the brand is becoming a key factor determining the competitiveness of the university and its sustainable development. The purpose of the study is to define the theoretical and methodological foundations for analysing the university brand and develop a structural model that reflects the relationships between its main components. The study applies a systematic approach to the study of brand, combining marketing, sociological and managerial dimensions. It goes on to discuss the key elements of a university brand, its impact on the reputation of the institution, the process of attracting students and partners, and its role in the national and international contexts. The paper presents charts and graphs illustrating the main concepts and interrelationships of university branding. As a result of the study, the author's own concept of the university brand is proposed, the key factors of its effectiveness are identified, and promising areas for further research in this area are identified.