ОСОБЛИВОСТІ СТВОРЕННЯ ТА ПРОСУВАННЯ БРЕНДУ ВИЩОГО НАВЧАЛЬНОГО ЗАКЛАДУ В УМОВАХ ВІЙСЬКОВОГО ЧАСУ

The article examines the impact of war on educational institutions and proposes strategies for brand development in times of crisis, with the example of technical universities in Ukraine. It has been demonstrated that the utilisation of internationally recognised methodologies and instruments for their incorporation into the advancement of cutting-edge products will facilitate more efficacious participation by all stakeholders in the collective development of novel technologies, apparatus and software. This encompasses the transition to distance learning, the utilisation of contemporary technologies, and the formulation of novel curricula that align with contemporary requirements. Effective communication is of paramount importance in maintaining trust between students, teachers and stakeholders. It is incumbent upon universities to provide regular updates on the situation, future plans and security measures. It is similarly vital to offer assistance to students and academic staff, including psychological support and the creation of funds to provide aid to those affected by the conflict. International collaboration can facilitate the advancement of the educational process and enhance the reputation of the university. This encompasses involvement in international initiatives, student and faculty mobility, and the solicitation of grants and assistance from international organizations. Furthermore, universities can assume an active role in assisting victims of war by organizing volunteer projects and participating in charitable events, thereby becoming pivotal centers of social support and assistance within their communities. The proposed model has been through all stages of the research process and conveys an innovative approach to brand development. Each of the proposed functions is an analysis of the activity and incorporates all possible influences of the surrounding world on the brand of a technical institution.