Abstract. In today's educational environment, the brand of an educational institution is an important factor in attracting students, partners and investors. One of the key aspects affecting the reputation and competitiveness of an educational institution is effective pricing of scientific products. Scientific products, which include research, innovative developments, patents, scientific publications and educational services, have specific pricing features that distinguish them from traditional goods and services. The main approaches to the formation of prices for scientific products, in particular the methods of cost, market and value pricing, are considered. The influence of the quality of research, the reputation of performers and the demand for scientific developments on price setting is analyzed. Special attention is paid to the role of public-private partnership and grant mechanisms in financing science. The relationship between the pricing policy and the formation of the brand of an educational institution is considered. It is substantiated that a strategic approach to setting prices for scientific products can contribute to increasing the authority of an educational institution, expanding international cooperation and attracting additional resources. The results of the study can be useful for heads of educational institutions, marketers, academics and financial management specialists who are engaged in the development of strategies for the commercialization of scientific research and strengthening the brand of universities.