The brand of humanities universities in the digital transformation of Higher Education

Abstract

Modern globalization and digital transformation significantly alter the approaches to building the brand of higher education institutions, particularly those specializing in the humanities. The purpose of this study is to reconsider the concept of a university brand in the digital era and to develop new tools for its formation, taking into account the needs of target audiences. The research is based on an empirical study of applicants’ preferences, the development of customer journey maps (CJMs), and the identification of value expectations among different groups. The authors present a branding methodology that includes the creation of a separate digital space for prospective students, which made it possible to significantly increase enrollment without the use of advertising budgets. The article emphasizes the importance of integrating digital technologies and artificial intelligence into educational processes while maintaining the humanitarian identity of universities. The presented results have practical significance for building educational brands in the context of digital transformation and serve as a foundation for further research in educational marketing and university reputation management.