Document prepared by Corporate Excellence - Centre for Reputation Leadership. It contains references, among other sources, to the book Reputación de Universidades published by EUNSA in 2015, and coordinated coordinated by Juan Manuel Mora, the vice-chancellor of Communications at the University of Navarra and professor of the College of Communication Sciences.
In this document you will learn what university reputation is, how is it shaped and by whom. This insight explains that having a good reputation helps universities attract and retain resources, although not all activities have the same impact on the reputation of the institution or the rankings. It also offers a solution to overcome the dichotomy between standardisation/differentiation.