University brand management in the conditions of education digitalization

Digitalization of education being an integral part of digital transformation is also the process of adapting the educational system to the target audience of the “digital natives” generation. Transition to a digital university means introducing more flexible processes to manage the university's brand, changing the corporate culture and optimizing the processes. This will definitely increase the university competitiveness in the education market, create additional value and attract students. The purpose of the article is to identify the specific elements of the brand and look at the managerial aspects of university branding in the conditions of digitalization of education. The theoretical part of the article provides the literature review, clarifies the essence and directions of digitalization of education, focuses on the specifics of developing and managing the university brand. In the empirical part of the article, the authors summarize and compare the secondary data which illustrate how the elements of the brand affect the consumer perception. The article provides the results of the students opinion survey, as they are the main consumer group. These findings helped to identify the specific elements of the brand and the key areas of brand management, considering the digital knowledge and consumer preferences.