Youth Professional Orientation: Branding Strategy of Kyiv National University of Culture and Arts

The article is devoted to the actual problem of higher educational establishment brand creating and raising with the help of branding tools and clarifying the peculiarities of professional orientation work as its strategy.

Creation of applied developments and identification of reserves for increasing socio- strategic potential of higher education institutions’ brands are of particular relevance nowadays. To enhance the promotion of Kyiv National University of Culture and Arts as a branding strategy, professional orientation work among schools and colleges graduates, has been selected.

Taking into account educational services specificity provided by this higher educational establishment, branding in this sphere can be defined as a set of methods, techniques and ways that enable to bring higher educational establishment developed brand to the consumer of educational services, having formed in his mind the image of this institution and thereby providing effective assistance to the applicant in the perception and analysis of the distinctive features and benefits of an educational institution.

The main objects of higher educational establishment branding are specific products — educational service, corporate culture, staff, managers, students and graduates.

KNUC&A professional orientation work, which has established itself as a strategy for the strengthening of higher educational establishment brand, has its advantages and specifics in comparison with other educational institutions.

Through the personal image of university head, higher educational establishment brand upgrading is taking place.

Professional orientation work as a branding strategy turned out to be a long-term action plan aimed at ensuring and continuously strengthening the commitment and loyalty of the socio-cultural environment to higher education institution. The main common formats of professional orientation are analyzed: mentoring programs, internships, volunteer activity, action "Gap Year".