Yunyk I. Theoretically-methodological foundations of the university professor's brand formation.

The problem of university professor's brand formation is considered in dissertational research. This phenomenon as an exemplary socio-professional image of a specialist is formed in the imagination of the target audience by a harmonious combination of its authentic image and reputation constructs. The structure of university professor's brand is highlighted there. The interrelated components of this structure reflect the dynamic characteristics of the image of the brand bearer as a university lecturer, as a scientist and as a practitioner, acquired outside the higher education system. In addition, components of the university professor's brand structure reflect his personal reputation, which, due to its conditional stability, balances three rapidly changing types of specialist's image. The author's theoretical and methodological approach to the formation of university professor's brand is proposed. The criterion-parametric basis of the research is determined; technologies for diagnosing the state of formation of the university professor's brand were developed. As a result of the ascertainment experiment, the inconsistency of the university professor's current approaches to formation of their own brands with the modern requirements of the highly competitive market of educational and scientific services was clarified. It has been experimentally proven that formal pedagogical education is a determinant of strengthening the university professor's brand. The theoretically-methodological foundations of the university professor's brand formation are substantiated. They ensure prolonged competitiveness of the given phenomenon by development-oriented balancing of the degrees of formation of its components due to the effective implementation of specialist's personal and professional potential, taking into account the needs of its target audience and the socioeconomic conditions of today. A conceptual model of the university professor's brand formation is designed. This model is characterized by cyclicality, which enables the systematic improvement of an already formed brand of a specialist. The complex of author's methods of purposeful university professor's brand formation is developed and experimentally tested. These methods is implemented by creating three groups of pedagogical conditions due to the implementation of algorithmic content of instructions into the professional activity of specialists. The first group of pedagogical conditions provides an audit of the degree of formation of structural and functional constructs of the university professor's branding, the second – directs the specialist's willful efforts to create a mental image of his own brand, the third – contributes to increasing the efficiency of this mental image embodiment into professional activity. Each group of pedagogical conditions of the university professor's brand formation is endowed with an autonomous significance, but their interaction makes it possible to achieve a synergistic effect that positively affects the course of the specified process.