METHODOLOGICAL FOUNDATIONS OF BRANDING IMPLEMENTATION IN A UNIVERSITY

Abstract

The task of the article is to determine the methodological foundations of the process of developing the brand of a pedagogical university. The branding of the pedagogical university should be understood as a holistic system of techniques and methods of formation, development and further promotion of the brand. The brand of the pedagogical university created in the process of branding ensures: the emergence of an interested target audience; guaranteed budget financing prospects and inflow of extra-budgetary cash; value against the competition sustainability of international contacts and other benefits. In this regard, the authors analyzed the essential, structural and functional characteristics of the concept of “brand of a pedagogical university”, and also considered the concepts of “branding” and “rebranding” as the processes of creating and updating the brand of an educational organization. The consideration of the basic concepts allows the authors to turn to the justification of the methodology for the implementation of the branding process in a pedagogical university. As such, the authors update axiological, subject-personal, and activity-creative methodological approaches.