VALUES OF A HEI AS AN ELEMENT OF BRAND STRATEGY: THE EXPERIENCE OF BERDIAN STATE PEDAGOGICAL UNIVERSITY

Abstract

In the modern educational environment, the positioning of the brand of a higher education institution is one of the key aspects of its development strategy. Such positioning of the brand of the institution not only reflects its geographical location, material and technical base, academic reputation, but also takes into account values, mission, traditions, history, culture and features, which makes it attractive to the target audience (entrants, their parents, students of higher education, teachers and other employees, sponsors, representatives of authorities and other interested parties). The research examines the problem of fostering values as an important aspect of the activity and brand strategy of a higher education institution under martial law. It is noted that in the period of war and the country's struggle for its independence and sovereignty, not only the transfer of knowledge, the educational process, but also the formation of moral principles and the cultivation of values among all representatives of the institution become especially relevant. Emphasis is placed on the transition from spontaneous to purposeful and planned branding in the aspect of educational work and corporate culture in order to strengthen competitive positions and increase the attractiveness of the university for the target audience (external and internal). Various forms of interaction of the university community, which positions itself as a family, to preserve the stability and unity of the academic environment are highlighted. The legislative aspect of educational work in educational institutions of Ukraine is considered, the importance of strategic leadership and methods and strategies aimed at strengthening the value base of the university community in the crisis period are emphasized. Specific examples of the implementation of these approaches at the Berdiansk State Pedagogical University after forced relocation to the territory controlled by Ukraine are described. The conclusions of the article may be useful for university administrations and other persons interested in issues of corporate culture and management in crisis conditions.