Abstract
The aim of the article is to study and identify the importance of corporate identity in the field of higher education in Latvia, to conduct a qualitative study which is based on evaluation of Latvia's institutions of corporate identity existence. Research method - qualitative research – analysis of public discussions, which provides more comprehensive study to understanding the problem. The study of the content reveals corporate identity components and their impact on the organization as a brand. The article contains description of the terms - brand style, corporate design, brand. All of these positions are viewable by a higher education institution as a corporate organization perspective. The study reveals the need to develop a university as the brand at the international level, to create a stable, strategically targeted, modern platform of the organization.
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