Features of brand management of a higher education institution in a digital environment

The subject of the study is the management and communication mechanisms for the formation, development and support of a brand of a higher education institution in a digital environment, taking into account the transformation of educational processes, the growth of the role of digital platforms and changes in the behavior of key stakeholders.The purpose of the study is to substantiate the theoretical and methodological principles of brand management of a higher education institution in a digital environment and to determine the features of its strategic implementation in the context of increased competition in the educational services market, increased openness of the information space and globalization of educational activities.Research methods. The work uses general scientific and special research methods, in particular analysis and synthesis to generalize theoretical approaches to brand management in higher education, a systems approach to study the relationship between management decisions, digital communications and the brand identity of the institution, institutional analysis to determine the role of internal and external stakeholders in brand formation, as well as comparative analysis methods to identify the transformation of traditional and digital approaches to brand management.Results of the work. The study proves that the digital environment significantly changes the nature of the brand of a higher education institution, transforming it from a marketing tool into a strategic management resource. It is substantiated that the brand in the digital space is formed under the influence of both official communications and the real experience of stakeholders’ interaction with educational, scientific and management processes. It was found that increased transparency, interactivity and speed of information dissemination necessitate an integrated approach to brand management, which combines digital technologies, institutional culture and strategic management of the development of a higher education institution.Field of application of the results. The results of the study can be used in the activities of higher education institutions in the development of development strategies and communication policies, in the practice of managing the reputation and digital presence of universities, as well as in the scientific and educational process in the training of specialists in the field of management, marketing and public education management.Conclusions. Brand management of a higher education institution in a digital environment acquires strategic importance and requires a systematic combination of management, communication and digital tools. Effective brand management ensures increased competitiveness, strengthening stakeholder trust and long–term institutional sustainability of a higher education institution. The digital environment, provided by targeted brand management, becomes an important factor in the integration of universities into the global educational and scientific space.