Factors that Influence the Perception of a University’s Brand

In the global environment, the field of higher education generates greater interest year by year. More and more people prefer to get various data about the universities using different instruments, for example, social networks, connections, TV, etc. The nature of marketing strategies has been discussed from diverse points of view in business and non-business spheres. This thesis paper, which presents the results of quantitative analysis of the factors which affect the perception of an institutional image by students and university marketing activity, emphasizes that marketing tools employed in higher education institutions are very valuable for the recognition development of an institution. Firstly, marketing instruments influence the image of a university; secondly, it is a direct way of making a positive impact on higher education sphere stakeholders. The next no less important point is that there are many factors produced by higher education institutions which are capable to influence the brand perception by prospective students and other interested parties. This data is extrapolated to the situation at different universities in Russia and abroad, including National Research University "Higher School of Economics", (further “HSE”) as the main research variable. The results of the research paper can be equally useful for the market representatives of the higher education sphere and students as its main customers, teaching staff and marketing agencies, promoting educational services.