UNIVERSITY REBRANDING AS AN EFFECTIVE TOOL OF COMPETITION

Abstract

Introduction. Efficient functioning of educational organizations is impossible without scientifically grounded activity on creation and promotion of a brand of educational services rendered by them. The problem of increasing competitiveness in front of modern Ukrainian universities, which have faced in the last decade with a decrease in the number of applicants and the need, in this regard, to strengthen the branding of their capabilities in the market of educational services, is particularly acute.

The research hypothesis. The creation and promotion of educational services of a modern university will be carried out effectively if the tools of rebranding educational services are used.

Purpose of the article: development of the rebranding system as a component of the university development strategy, factors and tools, conditions of its implementation and evaluation of the efficiency of its use.

The methodology of the study: methods of system, structural, situational approaches, survey methods, expert evaluation method, SWOT-analysis.

Results. The developed concept of KNUTD rebranding allows to determine the main directions of KNUTD rebranding based on domestic and foreign experience and the basic directions of the university rebranding in modern conditions.

Conclusions. The developed concept of KNUTD rebranding allows to determine the main directions of KNUTD rebranding based on domestic and foreign experience and the basic directions of the university rebranding in modern conditions.