The article shows how the university's brand has become the most important factor of competitiveness in the New Economy. Indeed, the New Economy with its dominance of intangible assets and a focus on human capital, where the driver of economic growth is increasingly becoming a myth, it is the brand that becomes a critically important factor in the university's competitiveness. The article shows some cases of Russian universities, for example, HSE, for which brand is one of the most important factors of competitiveness.