Tertiary education worldwide has undergone profound changes recently stemming from internationalization, significant academic migration and transformed students community. Transforming environment sets new requirements not only for the curriculum, but for the people, delivering the contents of academic disciplines. The idea of the research, conducted among teachers and students of the Institute of Management, Economics and Finance (IMEF), Kazan Federal University (KFU), is to explore the teacher's perception of their classroom performance as well as the students' attitude to teachers with the view to develop the pillars for a competent tertiary teacher's brand.The results of the undertaken research prove that the corner stone of the problem is the teaching competences of the academics or pillars as we describe them. The challenge here is that most of the tertiary teachers who work in Russian higher educational institutions (HEIs) lack a degree in education, which predetermines pedagogic content knowledge along with subject matter knowledge. However, most of respondents participating in the survey highlight the importance of the former for a successful teaching career.Therefore, the students of the IMEF as well as the teachers feel the necessity to transform the teaching process at the university and to define the pillars of teacher's brand that would contribute to the global recognition of the whole university.