University branding as a communication strategy: theory and practice of creating a brandbook

Abstract

The article examines university branding as a holistic communication strategy that helps shape a competitive image for a higher education institution amid the transformation of the educational environment and increased competition. It is substantiated that the university brand is not only a tool for visual identification, but also an important factor in the formation of trust, reputation, and sustainable relationships with key stakeholders - students, teachers, employers, and partners. Theoretical approaches to understanding branding in the field of educational services are analyzed, and scientific approaches to brand management and organizational positioning are summarized. Particular attention is paid to the brand book as a key tool for implementing the university's branding strategy. Its essence, functions, and structure, which include ideological, graphic, and legal components, are determined. The content of each brand book element is disclosed, including the formation of the mission, vision, and values; positioning; the principles of visual identification; and the rules for using corporate style. The concepts of "brand book", "guideline", "logo book", and "cut guide" were distinguished, which allowed us to clarify their role in the brand management system. It is proven that the presence of a clearly structured brand book contributes to the coherence of internal and external communications, the formation of corporate culture, and increases the effectiveness of the university's marketing activities. At the same time, specific problems of implementing branding in domestic higher education institutions are outlined, in particular, insufficient awareness of its strategic role and resistance from the academic community. It is generally accepted that developing a brand book is a necessary condition for forming a holistic university brand, which ensures recognition, strengthens competitive advantages, and promotes effective communication with target audiences. Prospects for further research include developing methodological approaches to assess the effectiveness of branding for higher education institutions.