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Monografiya posvyashchena voprosam formirovaniya brendovoy politiki vysshikh uchebnykh zavedeniy na osnove ispol'zovaniya instrumentariya organizatsionnoy kul'tury VUZa. Krug voprosov, izlozhennykh v rabote, okhvatyvaet razlichnye aspekty brendinga VUZa, osobennostey otsenki brenda VUZa, pozvolyayushchikh chitatelyu poluchit' naibolee polnuyu kartinu dannogo yavleniya. Tsel' monografii - pokazat' osnovnye elementy brendinga VUZa v ikh vzaimodeystvii s vneshney i vnutrifirmennoy sredoy. V svyazi s etim, mozhno polagat', chto monografiya pomozhet chitatelyam po-novomu vzglyanut' na yavlenie brenda, snabdit tsennoy informatsiey i sovetami, podtolknet k razmyshleniyam, k pereosmysleniyu svoey roli, kak v organizatsii, tak i v obshchestve v tselom, posluzhit istochnikom idey, kak dlya issledovateley, zanimayushchikhsya problemami marketinga i brend menedzhmenta, upravleniya, tak i dlya praktikuyushchikh spetsialistov po obshchemu menedzhmentu, organizatsionnomu povedeniyu, organizatsionnoy, ekonomicheskoy i sotsial'noy psikhologii.