Keyword: «means of university branding»

The e-textbook becomes a new trend in education and at the same time the "face" of the educational institution. The purpose of the article is to substantiate a potential of the foreign language e-textbook as one of the most important means of branding a modern university with linguistic education. Methodology – the study is based on the materials related to the theoretical generalization of the practical results of the university activities in terms of their branding, and the results of university surveys of teachers and students, the experience of the authors of the article and of their university colleagues in the use of digital technologies to develop e-textbooks. The study is based on a comparative method of analyzing the values considered when conducting university branding activities with the corporate brand ecosystem model and when developing the foreign language e-textbooks. Findings – the study showed a high degree of representation of the e-textbook in the elements of the ecosystem of the university corporate brand as a modern means with significant development potential in the interests of improving the efficiency of education at the university and positioning the university as a part of the global community of educational organizations. Conclusion – branding university with the linguistic profile of education involves solving the problem of creating and using its own electronic foreign language textbooks that correspond to a certain level of development of digital and linguodidactic technologies, digital literacy and methodological competence of the university faculty against the backdrop of ongoing constant professional self-improvement and immersion in the context of international scientific research. As a result of the study, the authors established common values that characterize the corporate brand ecosystem and the electronic foreign language textbook. The activities of both the university management and its faculty can be considered as a branding-oriented activity, and understanding the foreign language e-textbook as a significant means of the university branding allows adjusting the set and content of marketing activities to manage the university brand and to increase preferences for it from current and potential consumers of its educational services.