The history of the university as a brand: critical notes

Abstract

Attractiveness of an educational institution: constituents and trends: XXI International. science and practice conference, Kharkiv, 10th February 2023, Kharkiv Univ. оf Humanities “People’s Ukrainian Acad” Theses are devoted to the definition and interpretation of the concept of the attractiveness of an educational institution in modern education. The components of the attractiveness of the educational institution are analyzed; global and local features of the construction and perception of the image of an educational institution; the mechanism of creating the attractiveness of an educational institution in conditions of uncertainty. Particular attention is paid to the influence of internal and external stakeholders on strengthening and broadcasting the image and authority of the educational institution.