Published: 15 February 2016
Purpose: To develop an algorithm of formation of higher educational institution brand on the basis of existing methods and practical examples of commercial branding. Methods: Article structure is based on a theoretical analysis of existing theories of development of certain aspects of branding and stories of creation of such brands as Virgin, Mars, Disney, Procter & Gamble, Nokia and others. Scientific novelty and results: the author identified a list of steps that are necessary to implement by higher education leaders to form a brand of high school.