@article{13679,
  keywords = {Collection, Intangible cultural heritage, museum, University brand, University heritage},
  author = {S. Muravska and I. Stasiuk},
  title = {University heritage as an instrument for the development of the university brand},
  abstract = {Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand.},
  volume = {9},
  number = {2},
  pages = {2-3},
  issn = {18054722 (ISSN)},
  url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85102434125&doi=10.5817%2fMuB2020-2-1&partnerID=40&md5=778cdb4ac61c867178cdcfc3ac8e12be},
  doi = {10.5817/MuB2020-2-1},
  note = {Publisher: Masaryk University},
}