Abstract:

The article substantiates the expediency of recognizing the scientific image as one of the priority structural elements of the university professor’s brand. It is proved that it is the imperfection of the expressiveness of the scientific image or the negative pole of its modality that can naturally cause skepticism among the student audience regarding the potential success of using in future professional activities the information received from a specialist during education. The parameters of the perfection of the scientific image expressiveness are determined: the coefficient of the specialist’s scientific presentation; the coefficient of the specialist’s scientific public speeches, taking into account their regularity; the degree of interest of the student audience in the specialist’s scientific topics; the measure of the importance of brand bearer’s scientific achievements for the student audience. A methodology for diagnosing indicators for each of the above parameters is proposed.

The author’s methodology for diagnosing the degree of perfection of the expressiveness of scientific image according to certain parameters is highlighted. Thus, the mathematical calculation of the coefficient of scientific presentation of the brand bearer is proposed to be carried out on the basis of the analysis of reliable information on the number of specialist’s scientific publications, taking into account their volume, scientific value, as well as the category of the publication. 

The coefficient of scientific public speeches of the specialist is proposed to be determined with mandatory consideration not only of their importance for the target audience (plenary/sectional meeting, international or all-Ukrainian level of the event), but also of regularity, which directly correlates with the postulate of the need to maintain continuous brand communication with the target audience. To determine the degree of interest of the target audience in scientific topics of the brand bearer and the degree of importance of his scientific achievements for this audience as the most priority for the university professor’s brand, two relevant questionnaires have been developed.

Keywords: scientific image, methodology of diagnostics, university professor’s brand, higher education institution, parameters of formation of the scientific image.

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