EFFECTIVE BRAND: BACK-OFFICE AND FRANT-OFFICE OF THE HIGHER EDUCATIONAL ESTABLISHMENT

Formation of modern education market is accompanied by the rapid development of commercial brand of goods, services, personalities, events, territories - all that requiring differentiation from similar and effective identification of customers. Creating a brand institution of higher education - the shortest way to identify it. The subject of the study is back-office and frant-office of the university, as integrating elements of the brand educational establishment. Purpose is substantiating the need for harmonious development of back-office and frant-office of universities, providing conditions for the creation of viable brand. During the research are used systematic principles of universal connection and combination of form and substance. For the purpose were used: 1. The synergetic approach to the study of the integration of back-office and frant-office; 2. The management approach to process management of brand Universities in specific market and consumer conditions. The practical significance of the results is theoretical justification brand Universities through the prism of back-office and frantoffice and practical application of this knowledge in the process of branding universities to improve their competitiveness and their performance in the market economy Сonclusions. The effectiveness of brand Universities provided the optimum ratio of form and content - its back-office and frantoffice requiring branding process carried out in these areas.