COMMERCIAL AND CORPORATE BRANDS OF A HIGHER SCHOOL
The peculiarity of the education market is that educational services are connected with their manufacturer — the university. In this regard, the corporate brand of the university is identifying and supporting concerning its market offer. The key parameters that determine the position of the university in relation to competitive universities are cost — quality — reputation and reasonable ratio of innovation and the tradition of educational services. The impression of the brand of the university is based on the perception of on-line information, personal contact with the staff and the experiences from the external characteristics of the university, corporate elements