Presentation and Coping Problems of University Ranking in Japan ⁎: ⁎Focusing on the Results of a Questionnaire Survey

Most Japanese universities work under intense pressure to maintain or improve their ratings. Therefore, reputation management is very important for them to drive admissions and to increase their brand awareness among the public. Reputation in this case refers to how universities are perceived by each stakeholder. University ranking is an essential tool for reputation management, but how it is used, is unclear. We conducted a questionnaire survey to clarify the concept, and found differences in the activities related to coping with university ranking, their contents, and the issues among universities. In this paper, we present and explain the results of the questionnaire survey.