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N.K. Mikhailovsky about subject of sociology

Annotation

The issue of university brand building is considered. University brand functions as an advantage within global competition. The global сcompetition is connected with enrollment of students and highly-qualified staff, accumulation of funds from various sources, rivalry on the level of reputation / brand. The basic definitions of the term “university brand” are analyzed. The university model which assumes certain value content and configuration of values is seen as a conceptual framework for university brand building. The model of innovative university reflecting expectations of society and business has certain potential in university brand building. New university functions are translated through brand values. The key values of the brand, based on the idea of an innovative university, include entrepreneurship, commercialization, strong corporate culture, etc.

Keywords

university; brand; university model; innovative university; values

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UDC

378.4

Pages

114-118

References

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Received

2013-12-03

Section of issue

Philosophy, sociology and cultural studies

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