Relevance. The study addresses the growing role of digital environments in shaping university identity, where branding is increasingly connected to governance, stakeholder participation and communication through online platforms. The topic is important because higher education institutions are required to align their strategic communication with rapidly changing digital tools and practices.The purpose. The research aims to systematise existing knowledge, trace the chronological development of digital university branding from 2008 to 2025 and compare how global models are adapted in different regional contexts, including Ukraine.Results. The structured review of peer-reviewed studies allowed identification of four stages in the evolution of digital university branding. The field has moved from initial studies of brand personality and basic online presence to structured governance models, multi-actor participation and the use of social media as branding ecosystems. Ukrainian universities show accelerated adoption of such practices, adapting global approaches to local conditions. Underexplored areas include the influence of platform logics on brand perception, governance of decentralised and multi-author environments and the contribution of students, alumni, faculty and staff to institutional identity.Conclusions. The study advances theoretical understanding of digital brand governance in higher education and provides practical guidance for aligning communication strategies with institutional missions. Further research should integrate theory and practice, apply cross-platform analysis and expand comparative evidence across regions to design governance models that reflect current realities of digital communication.
Oleksandra Cherniavska (2025) studied this question.