CREATIVE APPROACH TO UNIVERSITY BRAND PROMOTION
The authors consider the issues of effective brand management of Industrial University of Tyumen by developing a marketing strategy aimed at identifying tools that enhance branding and allow forming vivid mass communications of potential and actual consumers with the brand idea. To build an emotional connection with the brand, the authors suggest a creative format for presenting the university's logo using the Tesla transformer. Particular attention is paid to the issues of rational placement of the logo in the architectural and urban ensemble of educational buildings of the university. The objectives of the pilot marketing research were to study the attitude of students and staff to the logo and other brand attributes of Industrial University of Tyumen and to identify their opinions on the proposed form of creative presentation of the logo. Analysis of the results of the study showed that it is necessary to strengthen the brand of the university by expanding the range of consumers and communications, aimed at creating a brand-oriented image of the university. This requires applying best practices for identifying and influencing its target audiences as part of an impressions marketing strategy. The creative format of the university logo fully meets the formulated needs.