Assessment of Efficiency of a Higher Educational Institution''s Brand in the Conditions of Internationalization of the Higher Education

Abstract

This article deals with the questions of promotion of a higher education institution in the domestic and foreign markets due to the strong brand. The author gives the characteristic of internationalization of the modern educational environment, allocates the tasks solved in the process of internationalization, considers elements of culture of an educational institution which have to develop in the conditions of internationalization of the higher school, notes prospects of internationalization of the Russian higher education. The author notes unique properties of educational products, and also communicational and emotional interactions with potential consumers which ensure competitiveness of the brand of the educational institution, he determines criteria and the main objectives, which are significant for creation a higher education institution’s brand, notes strategies of formation and promotion of a higher education institution’s brand in the conditions of the market. In the article are revealed the main, additional and indirect target audiences of higher education institutions, is given classification of higher education institutions on the basis of brand’s force: higher education institutions with a strong brand, higher education institutions with a developing brand, "before brand" higher education institutions. The author offers a technique of definition of consumer's priorities in a higher education institution's choice on the base of the strategy of marketing mix, develops a system of the assessment of efficienc y o f higher education institution's brand on the basis of unique attributes of the brand at regional, national and international levels, offers a matrix of an assessment of brands of higher education institutions according to consumer preferences, determines values of the Russian higher education institution's brand, rational, functional and emotional levels of positioning of a brand of higher education institution, and also notes the perspective instruments of creation and advance of a brand of higher education institution in the conditions of internationalization of the higher education.