ИСТИНА

During the last decades, many researchers such as Tatiana Grinberg, Vera Volkova, Andrei Ulianovsky, Ruslan Sadriev, David Aaker, Carol S. Pearson have conducted extensive research into the area of marketing. However, little research has been done into the problem of schools’ identity. In this paper, we have transferred marketing terminology into the educational sphere to find out whether schools could work using business strategies. Apparently, branding is being actively employed in the educational sphere, bringing into focus such aspects as the quality of education, the campus and facilities, and the image of а graduate, formed in the minds of potential consumers. This article aims to investigate the most commonly used visual signs and marketing elements of private schools in Russia. We have explored the influence of visual language, identity elements, archetypes and colours on the strategic communication of private schools. We have found out that the power of an advertising message largely depends on visual variety and metaphors which identity is based on. This makes it possible to use archetypes and mythological design to create school brands. Furthermore, consistent and systematic usage of identity elements such as logo, corporate fonts and colours, and module system leads to producing a sustainable and recognizable brand. The findings of the research demonstrate that powerful brand-building contributes to the creation of an impactful corporate identity, which helps construct a more appealing image of the educational institution and provide for its economic success.