Identification of key elements of university brand in brand formation and management existing models

The article studies the main domestic and foreign models of brand formation and management. The purpose of the study is related to the key brand elements identification presented in the existing brand identity models, which are necessary for understanding the elements underlying a higher education institution brand. The existing brand models have been studied as part of the university brand formation analysis. The literature critical analysis method on the research problem has been chosen as the main research method. A number of general scientific research methods were used in the course of achieving the set goal such as analysis, problematization, generalization, synthesis, deduction, and induction. According to the empirical study outcome, the author presents the identity considered models analysis result. The presented models do not fully reflect the brand formation process, do not include all the necessary elements of the brand. Common thing to all models is the presence of a number of components such as values, brand personality, attributes, and benefits. To develop a higher education institution brand formation model, it is necessary to consider all the elements affecting its brand. Recommendations for further research related to brand formation have been given.