Education is a part of the services sector of the social sphere, which results in an educational product. The basis for the development of an educational service is considered to be scientific and pedagogical work, as a result of which an educational product is created. Consequently, educational services are not just about fulfilling the needs of the individual (student), but also about responding to the needs of society and, as a result, there is development, progress and innovation. Nowadays, both higher education systems and higher education institutions operate in a highly competitive global market for educational services. This fact leads to the necessity of developing recognisable educational brands. Therefore, it is advisable for them to act as a single brand. The brand will become known on the global market precisely because of the common standard and the coordinated actions of the HEI and the partner institutions.
