Knowledge-driven reputation management in higher education institutions

Reputation management is a key strategic priority for higher education institutions (HEIs) in a highly competitive global academic landscape. This study explores the dimensions of HEI reputation, focusing on brand identity, stakeholder perceptions, research impact, internationalization, rankings, and communication strategy. Using a qualitative research design, the study examines data from leading HEIs. Thematic and sentiment analyses offer insights into the complex relationships between HEI performance and stakeholder expectations. The results reveal that HEI reputation is influenced not only by ranking metrics but also by stakeholder engagement, academic excellence, and strategic communication. The study contributes to knowledge by linking theoretical reputation management models with practical institutional strategies, offering valuable recommendations for education leaders and policymakers.