Features of segmentation and positioning processes when creating an educational brand in neural network economy

Abstract

This article considers the investigation of features of process of creating a brand, brand policy, brand strategy in an educational institution. A terminological analysis of the concepts of "brand", "brand of educational organization", "educational brand" was carried out, the author's approaches were summarized, the common ground between the presented definitions were identified, and the main components of the educational brand were specified. The elements and principles that ensure the formation of a successful brand of an educational organization, and the criteria that are important for the promotion of a university brand are highlighted.