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- Title
CREATING GLOBAL IMPACT: THE TRANSFORMATIVE POTENTIAL OF HIGHER EDUCATION IN NATION BRANDING.
- Authors
Valcheva, Krasimira
- 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.
- Subjects
PLACE marketing; HIGHER education; UNIVERSITIES &; colleges; HOUSE brands; SOFT power (Social sciences); DEVELOPING countries
- Publication
Strategies for Policy in Science & Education / Strategii na Obrazovatelnata i Nauchnata Politika, 2024, Vol 32, Issue 1, p91
- ISSN
1310-0270
- Publication type
Article
- DOI
10.53656/str2024-1-7-cre