THE UNIVERSITY BRAND AS THE BASIS OF ITS COMPETITIVENESS IN THE NEW ECONOMY

The article shows how the university's brand has become the most important factor of competitiveness in the New Economy. Indeed, the New Economy with its dominance of intangible assets and a focus on human capital, where the driver of economic growth is increasingly becoming a myth, it is the brand that becomes a critically important factor in the university's competitiveness. The article shows some cases of Russian universities, for example, HSE, for which brand is one of the most important factors of competitiveness.