This article presents the technique for estimating a university's brand in the new economic conditions. In the new economic conditions image and brand of public sector institutions are closely linked to the development of the human capital of these institutions so a lack of motivation can have a negative impact on the image. Monitoring of brand strength will allow to take in time measures on complex development of the resource potential of public sector institutions in order to increase its competitiveness on the basis of image and brand. Presented technique uses the integration of known methodologies: Boston consulting group, Kevin Keller and Y&R.