ANALYSIS OF THE IMPACT OF CULTURAL DIVERSITY ON UNIVERSITY BRAND-ING

Abstract In the context of globalization and the expansion of the international education market, branding of higher education institutions is of strategic importance. It has become one of the main requirements of the modern era for universities to distinguish themselves not only with academic indicators, but also with social and cultural values. In this context, cultural diversity plays an important role in the formation of the brand image of universities. The study shows that the harmonious coexistence of different cultures in the higher education environment gives the university both internal dynamism and serves to form a positive and attractive image among external audiences. Cultural diversity increases the ability of universities to attract international students, strengthens the values of social inclusion and turns universities into more innovative and flexible structures. The purpose of the study was to investigate the mechanisms of influence of cultural diversity on branding processes in universities, analyze international experience in this area and develop practical recommendations for Azerbaijani higher education institutions. As a result of the study, it was determined that strategic management and effective communication of cultural diversity, in addition to increasing the competitive advantage of universities, also significantly contributes to the formation of their long-term brand value.