Differences in the Formation of the Brand of Engineering and Humanities Universities

Specific features of the formation of the university’s brand are described in this contribution. The research is based on the work on the issues of the formation of the university brand, brand identity, brand models, brand models in relation to universities, and the specifics of the formation of resources and assets of the organization. The authors describe elements of the university’s brand that affect its perception by audiences, as well as factors that influence the university’s brand. The research purpose is to determine the difference between the formation of the brand of a technical and humanitarian university, as well as to determine the influence degree of brand elements in both cases. The research methodology is based on the analysis of secondary research on the problem of brand formation of the university and related aspects. Benchmarking of Russian universities websites was carried out to determine the importance of the representation of brand elements. The features of the formation of the brand of technical and humanitarian universities were described. Based on the conducted benchmarking of the main digital resources of universities, differences in the priority degree of presenting brand elements of technical and humanitarian universities were identified. The results obtained for each type of university brand resources are described.