Missions of Universities as a Reflection of Their Identities or Missions of Universities as a Reflection of Their Value and Content Identity and the Uniqueness of Their Brands

Abstract

The article deals with the analysis of a correlation between the stated missions and brands of 100 Russian universities, which according to the RAEX rating agency were considered to be the best Russian universities in 2018. With the help of the content analysis of mission texts and materials on main spheres of activities placed on universities’ websites, and based on in-depth interviews with faculty members and students, the research analyzes the role of their missions as stated by universities in reflecting their values and the unique nature of their brands. All Russian best universities state three traditional missions: educational, research and social. However, the relation between the importance of those missions varies depending on the university in question, which results in shaping its value and content identity and is a prerequisite strengthening the uniqueness of its brand. The research helps to identify basic conditions necessary to shape a unique identity of a university: a unique correlation among educational, research and social missions; proved dominant ideas in a general mission statement; substantiation of those dominant ideas in educational, research and socially significant activities of universities.