On February 28, regional brand manager of THE World Universities Insights Limited Lachyn Italmazova held a seminar on brand management and reputation at MEPhI. Lachyn spoke about the interaction of the Times Higher Education Ranking Agency with universities in the field of international positioning and promotion.

THE World University Rankings are based on three data sources: general information provided by the universities, bibliometric indicators, and survey that describes university image. The last one accounts for one third of the final score.

The survey is conducted from October to February every year. Experts vote for the best universities in the field of scientific and educational activities in their countries and in the world.

Lachyn noted that Russian universities have improved their performance indicator in recent years, in particular participants of the 5-top-100 Project. However, this dynamic is still not so impressive as increased efficiency of some Asian universities. They use aggressive marketing strategies to attract the best teachers, scientists and students, as well as to promote their scientific achievements.

Seminar participants discussed factors that influence the reputation assessment of universities, and ways to promote the University globally. MEPhI representatives also made proposals how to improve the methodology for THE World University Rankings, which will be revised and improved next year.