Abstract
This article explores the concept of reputation management in higher education institutions (HEIs) and the factors that influence it. The authors analyze how changes in the external economic environment and events within the country affect the perception of HEIs and their competence in maintaining a positive image. The article considers the factors influencing the formation of HEI reputation and classifies them. The authors emphasize the importance of timely updating reputational strategies depending on various influencing factors, which will allow effective interaction with all stakeholders and form a positive reputation
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