University brand management in the digital environment

The subject of the study is the organizational, managerial and communication mechanisms for the formation, development and support of the university brand in the context of the transformation of the educational environment.The purpose of the study is to form the theoretical and methodological foundations of university brand management in the context of digital transformation, taking into account changes in the behavior of the target audience, communication channels and the challenges of reputational competition.Research methods. The work uses the methods of content analysis of digital communications, analysis and synthesis, the method of expert assessments, a sociological survey among education seekers and applicants, as well as SWOT analysis to assess the strengths and weaknesses of the HEI brand in the digital environment.Results of the work. The study determined that effective university brand management in the digital era requires: a transition from informational to emotional branding; active use of social networks, video content and personalized digital services; engaging students as brand ambassadors; constant monitoring of digital reputation through analytical platforms.Field of application of the results. The results of the study can be implemented in the strategic management system of Ukrainian higher education institutions, communication strategies of rectors, marketing and international relations departments, as well as in the process of developing digital branding platforms.Conclusions. In the context of digital transformation, effective management of the university brand becomes a critical factor in its competitiveness. The formation of a recognizable, relevant and value–oriented brand requires not only technological modernization, but also a change in the management paradigm: from hierarchical to partnership–network. The digital environment is not only a challenge, but also a powerful opportunity for universities that are able to adapt and strategically use digital tools to build long–term interaction with the audience.