Yakovlieva Y. Scientific and practical approaches to the formation of a brand model of the educational service of a pharmaceutical institution of higher education

A literary analysis of the current state of research in the field of forming a brand model of an educational service of a pharmaceutical institution of higher education was carried out. Generalized approaches to the definition of branding. The goals, objectives, objects and results of branding are formulated. The evolution of branding is analyzed. The peculiarity of the creation of a brand of lighting services has been added. Molded to the element of the institution of higher education brand. Marketing communications in promoting the brand in the market of educational services have been studied. A marketing program of activities to attract applicants has been developed. The idea of the public about the brands of educational services provided by domestic institutions of higher education has been studied. A methodology has been developed for monitoring the level of satisfaction of employers with graduates of the institution of higher education. Maps of positioning, individualization and identity of the NUPh educational service brand were formed. The means of individualization of the brand of educational services are investigated. The role of corporate symbols in the NUPh lighting service created for the brand has been completed. The special contribution to the website of the NUPh for the creation of a brand of lighting services was given. The goals, objectives and types of events inherent in the institution of higher education, and the principles for their implementation have been formed. The stages of holding events in the institution of higher education are proposed. The satisfaction of the participants with the holding of events was assessed. Models for managing the brand of educational services have been developed and an algorithm for dynamic management of the institution of higher education brand has been proposed. An assessment of the effectiveness of marketing communications of the brand of educational services is proposed. It is proposed to determine the risks of expanding the brand of educational services and the reasons for their occurrence. A methodology for assessing the market power of the educational service brand has been developed