University Reputation Management

University Reputation Management: A Pillar of RepLab's Mission

At the Laboratory for Reputation Management in Education (RepLab) at HSE University Saint-Petersburg, we understand that a university's reputation is integral to its success and influence. Our work focuses on developing strategies and insights to manage and enhance the reputation of educational institutions, ensuring they are recognized for their excellence, innovation, and impact.

University reputation management involves a multi-faceted approach, encompassing academic quality, research output, student satisfaction, alumni success, and community engagement. At RepLab, we are dedicated to helping universities navigate the complex landscape of reputation management by providing evidence-based strategies and comprehensive support.

Our key initiatives in university reputation management include:

-Research and Analysis: Conducting in-depth studies to understand the factors that influence university reputation and how they can be optimized.
- Strategic Planning: Assisting universities in developing long-term reputation management strategies that align with their goals and values.
- Brand Building: Helping institutions craft and communicate a compelling narrative that highlights their unique strengths and achievements.
- Stakeholder Engagement: Facilitating meaningful engagement with students, faculty, alumni, and the wider community to build a strong and supportive network.
- Crisis Management: Guiding on managing reputational risks and responding effectively to challenges and crises.
- Performance Metrics: Establishing and monitoring key performance indicators to track reputation progress and identify areas for improvement.

Through our comprehensive approach, RepLab aims to empower universities to build and sustain a positive reputation that reflects their true potential and contributions to society. Join us in our mission to elevate the standing of educational institutions and drive their success on the global stage.

In the 1990s, researchers studied reputation as an intangible asset in the business sphere. During that time, Charles Fombrun and Cees Van Riel created the model 'Rep-Track' (Fombrun & Van Riel, 1997). In 2018, Van Riel decided to use this tool in prestigious world museums. After the appearance of international university ratings as QS and THE, in which reputation plays a significant role, higher education institutions started considering it as an intangible asset. Nevertheless, effective implementation of reputation management technologies is still an unsolved problem at many universities.
Together with other laboratories of HSE University, including the International Laboratory of Intangible-driven Economy at HSE University-St Petersburg, our Laboratory will research different aspects of reputation and university management worldwide.