Creating Global Impact: The Transformative Potential of Higher Education in Nation Branding
Creating Global Impact: The Transformative Potential of Higher Education in Nation Branding
Author(s): Krasimira S. ValchevaSubject(s): Social Sciences, Economy, Education, National Economy, Sociology, Higher Education , State/Government and Education, Social development, Economic development, Marketing / Advertising, Globalization, Socio-Economic Research, Sociology of Education
Published by: Национално издателство за образование и наука „Аз-буки“
Keywords: higher education institutions; nation branding; global reputation; soft power; university rankings
Summary/Abstract: In a highly competitive global landscape, higher education institutions are important drivers of knowledge creation and talent development as well as key stakeholders in shaping the branding efforts of nations. This article explores the dynamic relationship between institutional and nation branding initiatives, with a specific focus on the participation of higher education institutions and the necessity for coordinated strategies that fully leverage their potential to enhance a nation’s global reputation and competitiveness. By actively engaging higher education institutions as key partners in nation branding, countries could harness their significant competences and proficiency to shape the nation’s image, drive economic growth, and ultimately project soft power on the global stage. The article provides insights that could guide policymakers and university administrators in making informed decisions and shaping institutional actions to enhance a nation’s global reputation and competitiveness by fully harnessing the transformative potential of higher education institutions.
Journal: Стратегии на образователната и научната политика
- Issue Year: 32/2024
- Issue No: 1
- Page Range: 91-104
- Page Count: 14
- Language: English
- Content File-PDF
