INTEGRATED EDUCATIONAL BRANDING AS SOURCE OF MARKETING COMMUNICATIONS OF HIGHER EDUCATIONAL INSTITUTION

The integration of Ukraine into the international economic environment meets the general principles of civilization that dominate at the present stage of the world economy. Globalization as a systemic geoeconomic and geopolitical phenomenon leads to increased risks for Ukraine considering its inadequate competitiveness, and therefore the search of a vector for own path of development, an effective management format for the domestic economy is the guarantee for successful integration into the global economy. Education, considered as an element of the innovation economy, plays a fundamental role in preparing the intellectual resources of the country not only for producers, but also for the social sphere, that is the role of education extends beyond the triad: education, science and production. The economic success of development of a higher educational institution depends directly on its competitiveness in the education market, on the chosen development strategy, the diversification of commercial efforts all areas of activities specific to the brand of a higher educational institution. Brand in the field of education is the guarantee of quality of an educational service or a scientific product obtained, its reputation, image, associations that arise in the minds of people when they see the attributes of an educational institution. The brand in current environment is also a part of all the processes in activities of the higher educational institution, and such marketing communication tools as advertising, public relations, introduction of educational start-ups, educational fairs or conferences, training seminars, trainings, coaching intensities, direct mailing, supporting materials, etc. play an important role in the educational and informational brand of a higher educational institution. Considering these tools as brand translators is a good way to understand their role. They allow to transfer the educational drivers of a higher educational institution. The process of creation and promotion of brands of higher educational institutions corresponds to the modern market conditions of development of society, which have inherent characteristics such as globalization and chaotic nature. In such conditions, the brand has certain advantages which enable it to remain competitive and to achieve commercial success. However, modern educational modernizations do not always contribute to the rapid response of higher educational institutions to numerous changes. From an organizational point of view, branding is a set of consistent measures aimed at creating a holistic and consumerfriendly image of a higher educational institution, whose algorithmization allows to visualize this process and to simplify the construction of the brand as much as possible. Consequently, all integration processes of higher education are aimed at getting out of a tight framework taken as a "start". Nowadays the integrated educational branding is offered as an ideological adjustment for educational marketing.