Voznesenskaya E.D. The History of the development of educational institution as a factor in brand formation. In: Education and science in Russia: state and development potential: Yearbook. Issue 5 ...

Abstract

In the current socio-economic conditions, in order to ensure the competitiveness of the university in the market of educational services, each educational institution faces the need to improve the mechanisms for increasing its efficiency. The brand of the educational institution acts as one of the important factors in obtaining competitive advantages. The importance of the educational brand is even more actualized today, when many higher education institutions face the possibility / danger of restructuringin the form of merger, consolidation, but also takeover, termination of existence. In these circumstances, it is the brand that is one of the symbolic values that enables the university to preserve, defend, and even impose its image on the educational structure with which it is united. Historical essays posted on the official websites of universities give an idea of how universities present themselves, what they identify as signs of their distinction. An analysis of a number of sites shows the contradictions that universities face today in defining their “genealogy”. On the one hand, a Soviet resource is used as a brand - insignia from the past “glorious” for a university, on the other hand, insignia of a market nature are used with references, at the slightest opportunity, to the pre-revolutionary past. Meanwhile, the new large multidisciplinary university complexes created as a result of the merger need new insignia oriented towards future development.