Zalina K. Shadova

for a long time, the term "brand" has been used in the fields of business, marketing, and advertising to distinguish products offered by unique sellers. In modern conditions of a society focused on individualization, consumers make decisions about choosing products based on their preferences, desires and level of loyalty to a particular brand, which is often a consequence of the excellent quality of the products offered. In this context, higher education institutions can be likened to commercial products, since their main activity and product is the educational process. This chapter highlights...