90 YEARS – HISTORICAL FORMATION OF BRAND CAPITAL OF KYIV NATIONAL UNIVERSITY OF TECHNOLOGIES AND DESIGN (KNUTD)

Abstract

Introduction. The modern higher education market is highly competitive. Universities compete for budget seats, for applicants, for attracting and retaining highly qualified personnel, for attracting additional funds from various sources. Universities are interested in finding additional competitive advantages in the form of brand capital of the university.Research hypothesis. The image of the national system of education acquires a special importance for building the university brand, which is important to take into account when positioning the university brand on the global market of educational services. The conceptual basis of the university brand is its mission, which absorbs the values shared by the university staff and transmitted to external audiences.Purpose of this article: to offer methodological tools for forming brand capital of an innovative university.Research methods: comparative analysis, ratings, graphical, tabular and specific methods of marketing comparative analysis, rating, tabular, graphical, specific methods of marketing research: field (target audience surveys) and desk surveys.Results: The process of formation and subsequent formation of brand capital of KNUTD was analyzed. The concepts of competition and competitiveness, brand capital and branding within higher education are compared. The degree of possible influence of brand on the level of competitiveness of the university and the graduate within the framework of further employment is considered. The evaluation of international and Ukrainian ratings is given, which allows to draw a conclusion about the importance of using brand capital of the university in the educational sphere.Conclusions. The proposed modified model of evaluation and promotion of brand capital allows to increase the efficiency of the university activities.