CORRELATIONAL INTERDEPENDENCE OFUNIVERSITY BRAND AND PROFESSOR’S BRAND

Abstract

Purpose. Of the article is to highlight the correlational interdependence of the concepts "university brand" and "professor’s brand". Methodology. In course of research the following methods were used: analysis and synthesis, in- duction and deduction, extrapolation and modeling of the initial provisions of psychological and pedagogical science. Results. The field of higher education in Ukraine is dominated by the Eastern (Asian) approach to branding, which is characterized by the creation and promotion of the corporate brand of higher education as a direct guarantee of success of professor’s brands as its subbrands. In turn, the success of branding initiatives by professors of universities act solely as a direct result of branding of the whole institution, which leads to total disregard of the need to form own brands by them. The professor's brand constantly interacts with the university brand and is in a state of direct dependence on it. The nature of this dependence is determined by the architecture of university's brand portfolio and the role assigned to the professor's brand in this portfolio. The effectiveness of the interaction of professor's brand with university brand increases under the condition of dominance between them of mutually supportive (synergistic) or at least unilaterally predominant interaction. Manifestations of mutually oppressive, unilaterally oppressive and/or oppressive-predominant interaction of brands of university and professor indicate their strategic incompatibility as self-organized systems and have a destructive effect on the quality of training applicants for higher education. The model of oppressive-predomi- nant interaction of the professor's brand with the brand of university can be consciously used by one of them only for the purpose of temporary situational support of the "brand-confederate" in the absence of excessive resource, image and/or reputational losses for the "initiator brand". Ignoring the need for brand formation by university actualizes for it the risks of losing professors interested in personal branding and, consequently, actualizes the problem of deficit of highly qualified personnel. The mutually supportive interaction of the professor's brand with the university brand cre- ates a synergy effect, ensuring their competitiveness in relation to the brand proposals of the world's leading higher ed- ucation institutions, which intend to enter the Ukrainian market of educational services in the near future. The original- ity of the author's research is based on its interdisciplinary nature: the initial provisions of marketing, management, psy- chology, sociology and a number of other fields of knowledge are extrapolated to the theory and methods of professio n- al education in the article. Practical value. The obtained results should be used in the process of brand formation by professors and university administration.