THE IMPACT OF DIGITAL BRANDING ON THE FINANCIAL SUSTAINABILITY OF HEIS: EVIDENCE FROM THE HIGHER EDUCATION REFORM IN UZBEKISTAN
DOI:
https://doi.org/10.5281/zenodo.20152393Keywords:
Higher Education Marketing, Media Image, Intangible Assets, Financial Sustainability, ROI in Education, Digital Branding, University Rankings, Uzbekistan Higher Education Reform, Strategic Investment, Brand Equity.Abstract
This study explores the financial mechanisms for shaping the media image of Higher Education Institutions
(HEIs) and evaluates its transformation from a subjective information product into a strategic intangible asset. In the
context of globalized educational services and digital transformation, the research aims to identify the economic efficiency
of media investments and their impact on the financial sustainability of universities. Quantitative analysis was conducted
to measure the correlation between media visibility and student recruitment, complemented by a linear regression model
to assess the relationship between media share and international rankings. Furthermore, a comparative case study of
financial reports from Uzbekistani and international HEIs was performed to categorize media expenditure models. The
study adapted the Marketing ROI formula for higher education. This research contributes to the field by providing a
specialized framework for the financial accounting of media assets in higher education. It proposes a shift from viewing
media costs as operational expenses to treating them as strategic capital investments, providing a quantitative basis for
budget optimization in the evolving educational market of Uzbekistan.
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