Development of the model and technology for university brand formation and the specifics of brand interaction between the university and its structural units

Abstract

The study explores the development of a conceptual model and technology for university brand formation, emphasizing the strategic role of branding in higher education. It examines the mechanisms of brand interaction between the university and its structural units, including faculties, institutes, and research centers, as integral components of a unified institutional identity. The research highlights the importance of consistency in communication, value alignment, and stakeholder engagement to ensure brand coherence and recognition. Particular attention is given to the integration of digital tools, internal marketing practices, and collaborative governance structures that strengthen the brand ecosystem. The findings contribute to the advancement of theoretical and practical approaches to university branding, offering recommendations for sustainable brand management in the academic environment.