CORPORATE IDENTITY OF A UNIVERSITY AS A TOOL FOR ITS IDENTIFICATION IN THE HIGHER EDUCATION MARKET
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Author(s): | Kuzmina E. E., |
| Number of journal: | 2(75) | Date: | June 2026 |
| Annotation: | In the context of high competition in the higher education market, the issue of university identification is becoming increasingly relevant, representing the process by which it forms and translates its own uniqueness and recognition in the higher education market. One of the key tools contributing to the strengthening of the university’s position and its identification is the corporate identity. This article presents the conceptual foundations of the formation of the corporate identity of an educational institution, its role in increasing recognition, competitiveness and improving the corporate culture of the university. The main constants of corporate identity are considered on the example of the Russian State University for the Humanities, inaccuracies in the interpretation of some verbal elements of corporate identity are revealed on the example of Moscow State University. The factors of university identification through the use of corporate identity are formulated: external identification (for applicants and parents); corporate self-identification (for teachers, staff and students); communication with employers and positioning in the international space. The relationship between the identification of a university through corporate identity and increasing its competitiveness is clarified. This is facilitated by increasing recognition and trust on the part of applicants and their parents, and other market participants; building reputation and status; increasing loyalty of students and graduates, attracting investments and partnerships, etc. The results of secondary and primary studies of applicants and students are presented, confirming the importance of visual brand elements for choosing a university. Based on sample studies, errors and problems of universities related to the development and use of corporate identity, especially in the digital environment, are identified. | ||
| Keywords: | corporate identity, university brand, identification, competitiveness, survey, research, company’s identity, higher education market, visual elements, verbal elements, factors |
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| For citation: | Kuzmina E. E. Corporate identity of a university as a tool for its identification in the higher education market. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;2(75):34—39. DOI: 10.25683/VOLBI.2026.75.1621. |
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