Abstract
The article is justified by the importance of enhancing the competence and professionalism of management staff of higher educational institutions in their reorientation to meet the individual demands, employers and society as a whole. An additional factor is the need to ensure the competitiveness of universities, including by building and strengthening their own educational brands. The analysis of certain aspects of the brand considered possible options to improve the quality of managerial staff. In particular, it describes the positive experience WPPS them. Alexander Herzen. The relevance of the problem is also caused by the priority task of forming a complex system of additional vocational education in the state educational policy.
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