Specifics of The Brand Communication of University Professor with Student Target Audience

The article highlights the content, structure and characteristics of the brand communication of university professor with student target audience, by which the author understands the totality of all their common communicative interactions at all points of contact, through all channels and mediums. The expediency of differentiation of verbal, paraverbal and nonverbal channels of brand communication is substantiated. It is emphasized that one of the most characteristic indicators of brand communication success is ability to evoke in the student audience the desire to be directly or indirectly involved with brand and the natural desire to prolong each communicative interaction with it. The author proved that an effective way to avoid distortions of information on the way from university professor’s brand to student target audience is to involve thought leaders in the role of communicative “mediators”, whose personal interest in strengthening the relevance of represented messages to information request. The author’s attention is focused on the feasibility of using networking and crowdsourcing technologies in brand communication, which can provide an effective solution to the actual for professor problems while saving material and energy resources. Insufficient functional response of the dialogue (monologue dialogue, dialog monologue and open dialogue) to polyvector specialty of brand communication of university professor with student target audience is argued. A new form of communicative interaction of a university professor with a student target audience is proposed – a translog, within which the target audience is an active subject of communication, and the university professor, is its initiator, moderator and thematic “brand-centric” consolidator