01420nas a2200217   4500000000100000000000100001008004100002653001500043653003300058653001100091653002100102653002400123100001600147700001500163245008500178856014400263300000800407490000600415520076100421022002001182                                       d10aCollection10aIntangible cultural heritage10amuseum10aUniversity brand10aUniversity heritage1 aS. Muravska1 aI. Stasiuk00aUniversity heritage as an instrument for the development of the university brand  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85102434125&doi=10.5817%2fMuB2020-2-1&partnerID=40&md5=778cdb4ac61c867178cdcfc3ac8e12be  a2-30 v93 aNowadays, 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.  a18054722 (ISSN)