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1、OCTOBER 2024THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONForeword 2Executive Summary 31.Introduction 41.1 THE World University Rankings and Academic Reputation 5 Survey methodology2.Overall Ranking Performance of Chinese Mainland Universities 6 2.

2、1 Overall ranking performance and trend 7 2.2 Metric level performance vs.global average 82.3 International co-authorship trend 93.Reputation Votes Analysis of Chinese Mainland Universities 123.1 Vote share analysis 133.2 International votes analysis 153.3 Chinese mainlands subject strength 164.Reco

3、mmendations on How to Improve Reputation:18 Factors and Channels 4.1 Factors affecting reputation 194.2 Media channels affecting reputation 205.Case Studies and Recommendations 225.1 Establish your university as a thought leader 235.2 Boost global engagement through diverse efforts 255.3 Consider tr

4、ansnational education(TNE)partnerships 265.4 Strengthen ties with industry and government 295.5 Amplify global presence through social media,30 website and marketing materials 5.6 Develop a brand strategy 325.7 Summary of recommendations 34ContentsTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAN

5、D UNIVERSITIES ON BUILDING A GLOBAL REPUTATION 1ForewordA robust international engagement strategy has become the critical factor for Chinese mainland universities to elevate their standing on the global stage.Chinese Mainland universities have been at the forefront of the higher education industry.

6、In recent years,we have seen an overall increase in the number of Chinese mainland institutions participating in university rankings and being represented within the top 300 universities.This comes as a fruitful result of Chinese mainland universities efforts to enhance their global reputation.One w

7、ay of measuring the impact of ongoing internationalisation efforts is through the international votes received in our Times Higher Education academic reputation survey.Gaining votes from academics based abroad is vital for further enhancing the global reputation of Chinese mainland universities.Inte

8、rnationalisation is ubiquitous,and the pace of global engagement around the world is accelerating.Despite notable improvements in global reputation,Chinese mainland universities cannot keep up with this pace as they still have relatively modest internationalisation efforts.In light of this current c

9、ontext,it is crucial that Chinese mainland universities scale in their global partnerships.In this report,we will shed light on the state of Chinese mainland universities progress in internationalisation and offer practical recommendations for robust international engagement to elevate their global

10、reputation.Executive SummaryThe aim of this report is to evaluate the potential of Chinese mainland universities in achieving an internationally renowned status and to identify the key areas for them to enhance their global standing.The report first offers a comprehensive overview of the limited ext

11、ent to which Chinese mainland universities engage in international collaborations and benchmark their performance against regional and global peers.It also considers subject-area strengths and weaknesses.The report further examines the factors influencing international academics preferences when eva

12、luating the reputation of a university.Lastly,the report presents case studies of best practices from other universities and provides recommendations to help Chinese mainland universities build stronger international presence.Over the past few years,the number of Chinese mainland universities partic

13、ipating in THE World University Rankings(WUR)has increased.Additionally,there has been a notable increase in the proportion of these universities ranked within the top 300,increased from 10%in WUR 2020 to 23%in WUR 2024.In terms of the number of votes received in THEs Academic Reputation Survey,Chin

14、ese mainland universities have experienced a steady increase over the past five years,with a 7%share of votes in the WUR 2024.Moreover,Chinese mainland voters contributed to more than 18%of the total votes in WUR 2024,marking a 4%increase since WUR 2020 and surpassing the contribution from US voters

15、.At the subject level,Chinese mainland universities have performed significantly well in the fields of Engineering and Physical Sciences.The proportion of international votes received by Chinese mainland universities is below both the global and Asias average.Increasing international votes would be

16、key to improving reputation vote share for Chinese mainland universities.While the global and Asias average rates for international co-authorship are on an upward trajectory,Chinese mainlands rate remains relatively stagnant.Maintaining this static level could potentially result in a decline,which w

17、arrants attention from Chinese mainland universities.Enhancing collaborations can effectively increase international votes,thereby improving reputation.International voters are particularly influenced by tangible academic output such as formal publications and personal connections with the instituti

18、ons they evaluate.On the other hand,domestic voters prioritise factors that reflect institutions overall prestige and impact within the academic community,such as leadership position in the field,thought leadership content,and prominent alumni or researchers.Domestic voters are predominantly influen

19、ced by social media channels such as WeChat and Weibo,while international voters are more impacted by LinkedIn,Facebook,YouTube,and X.Increasing the presence of Chinese mainland universities on these global social media platforms can effectively enhance their international reputation and outreach.Ph

20、il Baty Chief Global Affairs Officer Times Higher Education THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION2 31.1 THE World University Rankings and Aca

21、demic Reputation Survey methodologyThe Times Higher Education(THE)World University Rankings(WUR)2024 included 1,904 ranked universities across 108 countries and regions.The WUR methodology1 measures success across various categories,referred to as pillars,with more specific performance indicators ca

22、lled metrics.More precisely,the ranking is based on 18 performance indicators that measure an institutions performance across five areas:Teaching(the learning environment);Research environment(volume,income and reputation);Research quality(citation impact,research strength,research excellence and re

23、search influence);International outlook(staff,students and research);and Industry(income and patents).Figure 1 provides an overview of the five pillars and 18 underlying metrics of the World University Rankings.The Academic Reputation Survey(conducted annually),which underpins both teaching and rese

24、arch reputation from the Teaching and Research Environment pillars,was carried out by THE between October 2022 and January 2023.The survey asked academics to nominate the universities that they thought to be the most reputable for Teaching and/or Research in their respective academic fields.Academic

25、s were asked to nominate up to 15 institutions for Teaching and up to 15 institutions for Research globally.The 2023 data was then combined with the results of the 2022 survey,giving over 900,000 votes to universities,with votes coming from more than 68,000 cited academics.The survey has been run to

26、 ensure a balanced spread of responses across disciplines and countries.The Teaching and Research scores for an institution at the global level were the count of mentions they received in each category.The counts were then both weighted by subject and country to be representative of the distribution

27、 of academics globally by using data from UNESCO.11 Detailed methodology for Overall and Subject Rankings for the Times Higher Education World University Rankings 2024, 1:The five pillars and 18 metrics of the World University Rankings29.5%29%30%7.5%4%Teaching ReputationStudent Staff RatioDoctorate

28、Bachelor RatioDoctorate Staff RatioInstitutional IncomeCitation ImpactResearch StrengthResearch ExcellenceResearch InfluenceInternational StudentInternationalStaffIndustry IncomePatentsInternational Co-authorshipStudyingAbroadResearchReputationResearch IncomeResearch Productivity15%18%15%5.5%5%2.5%2

29、%2%2.5%2.5%0%5%5%5.5%4.5%2%5.5%2.5%(mean FWCI)(75th percentile FWCI)1.1 THE World University Rankings and Academic Reputation Survey methodologyIntroductionTHE World University Rankings and Academic Reputation Survey MethodologyTeachingResearch EnvironmentResearch QualityIndustryInternational Outloo

30、kTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION4 5As shown in Figure 2,the number of Chinese mainland universities ranked in the WUR 2024 has overall been increasing over the past years,from 63 in WUR 2018 to 86 in WUR 2024,representing a 37%rise.T

31、his is despite having a slight decrease(-11%)in recent years between WUR 2022 and WUR 2024.The increase in the number of ranked institutions indicates a broader recognition of the improvements in Chinese mainland higher education.Figure 3 shows that the proportion of Chinese mainland universities ra

32、nked within the top 300 has been increasing over the past few years,while the proportion of universities within the 801-1200 band has been decreasing.This trend indicates an overall improvement in the quality and reputation of Chinese mainland universities.As more institutions progress into the high

33、er-ranking tiers,it reflects significant progress in certain areas,which will be discussed in later sections of this report.In a similar vein,the decrease in the proportion of universities in the lower ranking band suggests that many Chinese mainland universities are enhancing their standards and ca

34、pabilities,thereby elevating their positions in global rankings.This shift is a positive indicator of the growing competitiveness and prestige of higher education in Chinese mainland on the world stage.Overall Ranking Performance of Chinese Mainland Universities2Figure 2:Number of Chinese mainland u

35、niversities ranked in THE WUR over the yearsFigure 3:Distribution of WUR rankings:Chinese mainland universities2.1 Overall ranking performance and trendDistributionof Ranking100%150090%80%60%50%40%30%20%10%0%70%Ranking BandWUR 2020WUR 2021WUR 2022WUR 2023WUR 2024THE ROAD TO WORLD CLASS:INSIGHTS FOR

36、CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION6 7When comparing Chinese mainland to the global average across various metrics in all five assessment areas(Teaching,Research Environment,Research Quality,International Outlook and Industry),it is evident that,for most of these metrics,Ch

37、inese mainland is already performing at or above the global average.However,one notable exception is international co-authorship,which is significantly behind the global average,as highlighted in Figure 4.This means that while Chinese mainland is on par with global standards in many areas,it faces c

38、hallenges in forming research collaborations with international partners.International co-authorship is an important indicator of a countrys integration into the global research community,facilitating the exchange of ideas,access to diverse perspectives,and the pooling of research resources.The shor

39、tfall in this area suggests that researchers in Chinese mainland might still be working to participate in international networks compared to their global counterparts,which may impact the overall innovation and reach of their academic contribution.International co-authorship is a critical factor for

40、 establishing and cementing a global reputation.Comparing Chinese mainland against the global and Asian averages,it is apparent that the gap has widened in recent years,as illustrated by Figure 5.This widening gap indicates that the pace of Chinese mainland has not kept up with that of other countri

41、es/regions,especially those in Asia,who have increased the frequency and volume of international research collaborations.The ability to co-author research with international scholars is crucial for building a global reputation,as it enhances the visibility and impact of academic work.This widening g

42、ap trend suggests that Chinese mainlands research community could seek more opportunities to engage in a more robust manner with the global academic community,and not limit the dissemination and influence of their research.This would enhance Chinese mainlands performance on the international co-auth

43、orship metric,bringing it to or above the global average,as discussed in Figure 4.2.3 International co-authorship trend 2.2 Metric level performance vs.global averageFigure 4:WUR 2024 Metric Score Comparison-Chinese mainland vs.Global AverageFigure 5:Proportion of International co-authorship:Chinese

44、 Mainland vs.Asia&Global Average0.0TeachingResearch EnviromentResearch QualityInternational OutlookIndustryChinese mainlandGlobalTeaching ReputationStudent Staff RatioDoctorate Bachelor RatioDoctorate Staff RatioInstitutional IncomeCitation ImpactResearch StrengthResearch ExcellenceResearch Influenc

45、eInternational StudentInternational StaffIndustry IncomePatentsStudying AbroadResearch ReputationResearch IncomeResearch Productivity10.020.030.040.050.060.070.080.090.0International Co-authorshipInternationalCo-authorship20%50%45%40%35%30%25%Global AverageChinese mainlandAsia AverageWUR 2020WUR 202

46、1WUR 2022WUR 2023WUR 202441%29%25%41%30%26%42%32%27%41%30%24%44%34%27%THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION8 9A notable overlap can be found

47、between the countries/regions that have voted for Chinese mainland and those that have collaborated with them.With reference to Figure 6,13 out of 15 of the countries/regions that have voted for Chinese mainland,are also the same countries/regions that have co-authored with Chinese mainland.This sho

48、ws a strong correlation between the proportion of international co-authorship and that of international reputation votes.Countries/regions that frequently collaborate with Chinese mainland in research projects tend to also support Chinese mainland in reputation votes.Chinese mainland universities sh

49、ould also note the regions that they have received significant votes from but are not currently having significant co-authorships with as well.These regions,notably,the Russian Federation and Thailand,are opportunities for Chinese mainland to engage in more co-authorships,in order to expand their sh

50、are of international votes.Figure 7 shows that among the top 15 countries/regions that have co-authored with Chinese mainland,Hong Kong,Singapore,India,South Korea,Italy,the United Kingdom,and Pakistan have experienced double-digit growth rates in collaborations from 2021 to 2023.Figure 6:Top Countr

51、ies/Regions Co-Authored with vs.Voted for Chinese Mainland 2019 2023Figure 7:Co-authorship Growth Rate 2021-2023Conversely,Taiwan region and the United States have seen double-digit decreases in co-authorship from 2021 to 2023.Beyond the top 15 countries/regions that have co-authored with Chinese ma

52、inland,several other countries/regions have also demonstrated significant growth in co-authorship.Notably,Malaysia,Macao,Saudi Arabia,and Turkey have growth rates exceeding 30%,as shown in Figure 8.This list highlights the key regions where Chinese mainland universities could focus their partnership

53、 efforts on.These countries have shown significant growth in co-authorship,and present prime opportunities for developing new collaborative projects.Expanding the scope and depth of international collaboration is central to the growth of international reputation votes.Figure 8:Co-authorship Growth R

54、ate 2021-2023(Beyond top 15 countries/regions)United States40.0%40.0%35.0%35.0%30.0%30.0%25.0%21.5%7.7%6.3%5.5%4.4%4.2%3.7%2.8%2.5%2.5%2.3%1.8%1.9%1.8%1.6%20.8%10.7%10.6%6.7%5.7%3.5%3.2%3.1%3.0%2.8%2.4%2.2%1.9%1.8%1.6%25.0%20.0%20.0%15.0%15.0%10.0%10.0%5.0%5.0%0.0%0.0%Co-authorship Rate by Country/R

55、egionVotes Share by Country/RegionUnited KingdomAustraliaHong KongCanadaGermanyJapanSingaporePakistanFranceSouth KoreaTaiwan RegionItalyIndiaNetherlandsUnited StatesJapanRussian FederationSouth KoreaTaiwan RegionGermanyFranceUnited KingdomPakistanAustraliaThailandIndiaHong KongCanadaSingaporeTop Cou

56、ntries/regions co-authoredwith Chinese mainland 2019-2023Top Countries/regions voted forChinese mainland 2019-2023Data Source:ScivalCommon countires/regionsHong KongSingaporeIndiaSouth KoreaItalyUnited KingdomPakistanNetherlandsAustraliaGermanyCanadaJapanFranceTaiwan RegionUnited States0.0%-10.0%-20

57、.0%10.0%20.0%30.0%40.0%Co-authorship Growth Rate31%30%23%15%14%13%12%8%6%4%4%3%3%-10%-12%Data Source:ScivalGrowth Rate of Co-authorship from 2021-2023Malaysia54%Macao53%Saudi Arabia46%Turkey35%Poland25%Egypt23%Thailand22%Spain20%Belgium18%Finland14%Switzerland12%Denmark12%South Africa10%THE ROAD TO

58、WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION10 11Reputation Votes Analysis of Chinese Mainland Universities3In THE WUR 2024,universities in Chinese mainland rec

59、eived 7.2%of the reputation vote share,up from 4.9%in the 2020 rankings.On the other hand,universities in the United States received 38.8%of the vote share in 2024,a decline from 45.5%in 2020.This trend indicates a shifting landscape in global academic reputation,with US institutions experiencing a

60、decline in reputation while universities in Chinese mainland and other countries/regions are rising in global standing.Looking at the reputation votes from another perspective,it is evident that Chinese mainland voters made the largest contribution to the votes cast in the WUR 2024,increasing their

61、share to 18.2%from 14.4%in 2020.In contrast,US voters,who were previously the largest contributors in 2020,have seen a decline in recent years,falling behind Chinese mainland.This shift reflects a notable change in the proportion of eligible and willing voters participating in the reputation survey,

62、highlighting a growing influence of Chinese academics.Figure 9:Votes share received by countries/regions of vote institutions3.1 Vote share analysisUnitedKingdomChineseMainlandGermanyJapanFranceCanadaRussianFederationSwitzerlandAustraliaUnited States50%0%5%10%15%20%25%30%35%40%45%Votes ShareWUR 2020

63、WUR 2024WUR 2024 votes are based on THE academic reputation survey 2022 and 2023WUR 2020 votes are based on THE academic reputation survey 2018 and 201945.5%38.8%14.7%13.5%4.9%7.2%3.4%4.1%4.3%4.1%2.4%2.8%2.7%2.6%2.0%2.2%1.6%2.0%1.8%2.0%Votes Share by Countries/regions of vote InstitutionsTHE ROAD TO

64、 WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION12 13However,there is a significant gap observed when comparing the votes that Chinese mainland universities received with the votes they cast.While Chinese mainland voters have made substantial contributions to t

65、he reputation survey,their own universities share of the votes is relatively low.This disparity highlights the considerable effort required for Chinese mainland universities to attain the global reputation level currently enjoyed by US and UK universities.Examining the voting patterns for Chinese ma

66、inland universities,the charts in Figure 12 illustrate the top 10 countries/regions that have cast votes in their favour.An interesting observation is that more than 75%of these votes originate from domestic universities.This percentage has seen a slight increase(+1.2%),rising from 76.5%in the World

67、 University Rankings(WUR)2020 to 77.7%in the WUR 2024.This indicates a growing trend of domestic support for Chinese institutions over the past few years.However,despite this increase in domestic voting,the proportion of international votes received by Chinese mainland universities is relatively low

68、.As shown in Figure 13,among the top 10 countries and regions in terms of reputation vote received,Chinese mainlands international votes proportion is notably one of the lowest.It is below both the global average and the regional average for Asia.This suggests that while there is strong domestic sup

69、port,Chinese mainland universities are still struggling to gain international recognition and support relative to their global and regional peers.Bridging this gap would help Chinese mainland universities further improve their global recognition and elevate their rankings.Figure 12:Top 10 countries/

70、regions that have voted for Chinese mainland universities-WUR 2020 vs.WUR 2024Figure 10:Vote share cast by country/region of votersFigure 11:Votes cast vs.received by country/region3.2 International votes analysisChinese mainland universities will have to increase international votes to be more comp

71、etitively positioned in the global arena.Votes Share Cast by Countries of VotersUnitedKingdomChineseMainlandGermanyJapanSouth KoreaFranceRussianFederationIndiaBrazilUnited States25%0%5%10%15%20%Votes ShareWUR 2020WUR 2024WUR 2024 votes are based on THE academic reputation survey 2022 and 2023WUR 202

72、0 votes are based on THE academic reputation survey 2018 and 201914.4%18.2%19.8%16.8%7.7%7.0%5.1%4.8%4.0%4.4%4.6%4.3%3.5%3.7%4.3%3.6%2.7%2.9%1.9%2.0%Votes Share by Countries/regionsUnitedKingdomChineseMainlandGermanyJapanSouth KoreaFranceRussianFederationIndiaBrazilUnited States45%40%30%0%10%5%15%25

73、%20%35%Votes ShareVotes castVotes receivedWUR 2024 votes are based on THE academic reputation survey 2022 and 202316.8%7.0%4.8%4.4%3.7%2.9%2.0%18.2%7.2%38.8%4.1%4.1%2.2%1.4%1.4%2.8%13.5%0.9%4.3%3.6%Chinese MainlandUnited StatesJapanSouth KoreaTaiwan RegionPakistanOthersRussian FederationGermanyFranc

74、eUnited KingdomWUR 2024 votes are based on THE academic reputation survey 2022 and 2023WUR 2020 votes are based on THE academic reputation survey 2018 and 2019WUR 2020 ShareWUR 2024 Share76.5%77.7%THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE R

75、OAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION14 15EngineeringPhysical SciencesLife SciencesEducationClinical and HealthLawBusiness and EconomicsComputer ScienceSocial SciencesPsychologyArts and Humanities0.0-5.05.010.015.010.89.37.36.96.64.03.60.9-0.9-

76、2.7-3.5Source data:THE World University Ranking 2024Chinese Mainland vs.The World Subject Relative Score Difference 2024Performs Below Global AveragePerforms Above Global AverageIn terms of academic subjects,Chinese mainland universities excel in several key areas,surpassing the global average in fi

77、elds such as Business and Economics,Clinical and Health,and Engineering(Figure 14).According to THE WUR 2024,Engineering stands out as the strongest subject for Chinese mainland universities,showcasing their robust capabilities and research outputs in this field.This is followed closely by Physical

78、Sciences and Life Sciences.However,there are notable areas where Chinese mainland universities are relatively weaker compared to the global average.Subjects such as Psychology,Arts and Humanities,and Social Sciences still exhibit lower performance levels in Chinese mainland institutions.This shows t

79、hat while Chinese mainland universities are making impressive strides in certain disciplines,there is still room for improvement in others.Strengthening these weaker areas could enhance the overall global standing and provide a more balanced academic portfolio.Figure 13:Proportion of international v

80、otes among top 10 countries/regions in votes received 3.3 Chinese mainlands subject strength An analysis of the distribution of reputation votes received by Chinese mainland universities across different subject levels over the past years in Figure 15 highlights some distinct trends.Notably,there ha

81、s been a rapid increase in reputation votes for Engineering and Physical Sciences,which re-iterates the growing recognition in these fields.In contrast,Life Sciences,which experienced a modest increase in 2020,has since seen a decline in votes from 2021 to 2023.Figure 14:Subject-level score comparis

82、on in WUR 2024-Chinese mainland vs.Global averageFigure 15:Subject level votes share trend:2019-2023FranceSwitzerlandUnitedStatesCanadaGermanyGlobalAvg.AustraliaJapanAsiaAvg.Source data:THE Academic Reputation Survey 2022-2023RussianFederationChineseMainlandUnitedKingdom100%0%10%20%30%40%50%60%70%80

83、%90%International Votes%95%88%83%74%69%69%66%64%45%42%23%22%Source data:THE Academic Reputation Survey 2019-202340%35%30%25%20%15%10%5%0%Votes Chinese mainland universities received-Share by SubjectsVotes Share by Subject20192020202120222023EngineeringPhysical SciencesLife SciencesEducationClinical

84、and HealthLawBusiness and EconomicsComputer ScienceSocial SciencesPsychologyArts and HumanitiesThe diagram in Figure 15 also illustrates the longstanding gap between the votes for Engineering and Physical Sciences and that for other subject areas such as Psychology,Arts and Humanities and Social Sci

85、ences.From 2019 to 2023,the vote share for these subjects have been relatively low,represented by the minimal incline in votes for such subjects over this time period.Addressing this enduring gap will support Chinese mainland universities in creating a more comprehensive academic portfolio,to serve

86、the diverse interests of their students and the demands of their economy,thereby enhancing their overall reputation globally.THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDIN

87、G A GLOBAL REPUTATION16 17One of the questions in the THE Reputation Survey examines voters reasoning of voting for the institution,and Figure 16 illustrates the three-year trend of the factors influencing voters reputation votes.A key observation from the data is the increasing importance voters pl

88、ace on thought leadership content produced by universities.This suggests that voters are increasingly valuing the intellectual contributions and innovative ideas generated by academic institutions.In addition,the quantity and quality of formal publications by universities are also growing in importa

89、nce in shaping voters perceptions.Over the past three years,the emphasis on these two factors has grown,highlighting a shift towards recognising the influence and reach of scholarly work and intellectual ideas.A deeper analysis of the reputation votes for institutions in Chinese mainland reveals a d

90、istinction between the factors influencing international and domestic voters.As shown in Figure 17,international voters place a higher importance on formal publications and interactions with academics or alumni from the institutions when voting.This suggests that international voters are particularl

91、y influenced by tangible academic output and personal connections with the institutions they evaluate.On the other hand,domestic voters prioritise factors that reflect institutions overall prestige and impact within the academic community.For example,institutions reputation for academic excellence,l

92、eadership position in the field,thought leadership content,and famous/well-known alumni or researchers.These differing priorities highlight how various factors influence voters perceptions based on their geographical and cultural contexts.Understanding these distinctions can help universities tailor

93、 their strategies to effectively engage with different audiences.Recommendations on How to Improve Reputation:Factors and Channel4Figure 16:Factors affecting voters decision 2021-20234.1 Factors affecting reputationTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOB

94、AL REPUTATION18 19Another question in the THE reputation survey explores which media channels significantly influence voters decisions.As listed in Figure 18,for voters selecting institutions in Chinese mainland,the most influential media channels are academic journals,both print and digital,followe

95、d by academic network sites and university websites.In recent years,social media has also gained importance.Currently,WeChat is the most influential social media platform,with LinkedIn and YouTube also increasing in significance.When examining the differences between international and domestic voter

96、s,as shown in Figure 19,both groups show similar preferences for traditional media channels,with only minor differences in the influence of academic journals and university websites.However,there is a significant contrast in social media platform preferences.Domestic voters are predominantly influen

97、ced by WeChat and Weibo,while international voters are more impacted by LinkedIn,Facebook,YouTube,and X.Increasing the presence of Chinese mainland universities on these global social media platforms could effectively enhance their international reputation and outreach.Figure 17:Factors affecting vo

98、tes for Chinese mainland institutions-International vs.DomesticFigure 19:Media channels influencing voters of Chinese mainland institutions:International vs.DomesticFigure 18:Media channels influencing voters of Chinese mainland institutions-Trends4.2 Media channels affecting reputationSocial media

99、strategies should be tailored accordingly to the different audiences.Domestic voters prefer WeChat and Weibo,while international voters lean towards LinkedIn,Facebook,Youtube and X.Very Important%Formal publicationsOverall reputation for academic excellenceLeadership position in your own specialtyTh

100、ought LeadershipLeadership position in your broader academic fieldFamous/well known alumni or researchersInteractions you have/had with academics or alumni from the institutionParticipation in joint programmes with your current or prior institutionConference proceedingsYour existing network outside

101、your institutionThe geographical proximity of the institutionInternational votersDomestic voters71%63%65%35%51%51%27%18%16%10%55%75%62%60%44%41%40%40%28%20%20%8%Qn.:How important were the factors when evaluating the reputation of the institution?Source data:THE Academic Reputation Survey 2023More In

102、fluential for international votersMore influential for domestic votersSocial MediaPrint MediaDigital MediaWeChatLinkedInYoutubeWeiboXFacebookLineAcademic journalHigher education magazineUniversity specific publicationNewspaperAcademic networking siteAcademic journalWebsiteUniversity specific publica

103、tionHigher education magazineNewspaperPodcastQn.:Were any of the media channels influential when deciding which universities to vote for?20212022Yes%Source data:THE Academic Reputation Survey 2021-2023202327%9%7%14%6%7%1%81%23%19%15%83%45%42%21%26%7%1%34%16%15%15%10%11%2%70%15%15%14%75%45%41%21%17%5

104、%2%35%17%16%14%11%10%2%69%17%17%14%73%43%40%21%19%6%2%Qn.:Were any of the media channels influential when deciding which universities to vote for?Source data:THE Academic Reputation Survey 2023Social MediaPrint MediaDigital MediaWeChatLinkedInYoutubeWeiboXFacebookLineAcademic journalHigher education

105、 magazineUniversity specific publicationNewspaperAcademic networking siteAcademic journalUniversity websiteUniversity specific publicationHigher education magazineNewspaperPodcastYes%24%10%12%6%9%61%25%2%74%15%20%16%76%45%44%20%21%6%2%20%14%13%10%4%2%65%18%14%13%70%41%36%21%17%6%3%100%100%80%80%60%6

106、0%40%40%20%20%0%0%International votersDomestic votersMore influential for international votersMore influential for domestic votersTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BU

107、ILDING A GLOBAL REPUTATION20 21Case Studies and Recommendations5By establishing themselves as thought leaders,universities can increase their visibility and influence in the higher education sector.Institutions can position themselves as a credible sources through providing valuable insights,researc

108、h findings,and expert opinions on relevant topics.This can be done through creating and sharing high-quality content,engaging in global conferences,and hosting events.For example,the National University of Singapore (NUS)has a dedicated web-page for thought leadership content,2 showcasing recent aca

109、demic contributions of its researchers.Similarly,the university also highlights its global engagement and conferences on its news page.3 Both approaches effectively demonstrate how universities leverage thought leadership and international involvement to bolster their global standing.Figure 20:NUS t

110、hought leadership page5.1 Establish your university as a thought leader 2 https:/nus.edu.sg/thought-leadership3 https:/news.nus.edu.sg/?h=1&t=highlightsSome of the worlds leaders,and thinking leaders from the NUS and overseas,regularly gather and add to the rich diversity of thoughts and ideas on ou

111、r campuses,in Singapore and across the globe.Heres what they had to share.Incorporating sustainability concerns:Introducing a new dynamic SGTI indexSpeaker.Lawrence Loh,Centre for Governance and Sustainability,NUS Business School/2 Aug 2024Thought LeadershipC A S E S T U D YTHE ROAD TO WORLD CLASS:I

112、NSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION22 23Data from our Academic Reputation Survey disclosed that interactions with voting institutions have become increasingly important to voters.A diverse array of interactions extends a universitys profile and influence.These e

113、ngagements include collaboration on research projects,recruitment of international faculty and staff,and development of international programmes such as staff and student mobility.Actively engaging in global research networks and alliances is an effective way to boost global engagement as universiti

114、es can forge connections with like-minded institutions,and have access to different perspectives while generating new ideas.For example,The University of Glasgow has been proactively expanding its global research network and alliances.It is the founding member of the Guild,9 and Universitas 21(U21).

115、10 In 2019,it established the European Center for Advanced Studies(ECAS)11 with Leuphana University of Luneburg.In 2021 it joined Europes Civic University Alliance(CIVIS),12 and in 2023 it joined with partners from across Africa and Europe to form new Clusters of Research Excellence(CoRE).13 This st

116、rategic approach has opened up valuable opportunities for its researchers to exchange knowledge,develop new skills,and tackle significant universal issues together with the global academic community.By fostering these international connections,the University of Glasgow not only enriches its research

117、 environment but also boosts its rate of international collaboration and enhances its global reputation.By boosting its visibility and international research involvement,Glasgow can subsequently attract more top talent,secure more funding,and further amplify its impact on the global stage.Another wa

118、y to boost engagement with international voters would be through student and staff mobility programmes.Beyond conventional semester abroad programmes,universities can also look at diversifying the portfolio of mobility programmes to include short-term opportunities(one to four weeks).According to a

119、Universities UK report14,short term mobility has been the biggest growth area in terms of provision over the last three academic years at 69%of universities.Staff and students on outbound programmes serve as an institutions ambassador abroad.Conversely,staff and students returning from overseas prog

120、rammes will carry with them the partners reputation back to their home country.4 https:/ https:/www.eaie.org/6 https:/www.nafsa.org/7 https:/www.timeshighered- https:/ https:/www.the-guild.eu/10 https:/ https:/ecas-academia.org/12 https:/civis.eu/en13 https:/www.the-guild.eu/africa-europe-core/14 ch

121、rome-extension:/efaidnbmnnnibpcajpcglclefindmkaj/https:/www.universitiesuk.ac.uk/sites/default/files/field/downloads/2022-12/Management%20of%20outward%20student%20mobility%20programmes%20in%20the%20UK.pdfAsia-Pacific Association for International Education(APAIE)4 promotes education in the Asia-Paci

122、fic region by facilitating institutional cooperation,supporting international programmes,and connecting global higher education organizations.The European Association for International Education(EAIE)5 supports the development of international education in Europe and the world,by providing a platfor

123、m for collaboration,supporting students and researchers mobility,promoting best practices,and advocating for policies that enhance cross-border cooperation in higher education.NAFSA6(National Association of Foreign Student Advisers)is the Association of International Educators that promotes global l

124、earning and cross-cultural understanding by supporting professionals in international education through resources,training,advocacy,and advancing policies for international education opportunities.THE has a network of influential partners within the higher education industry.7 THE events promote ind

125、ustry trends and facilitate networking between higher education professionals and government agencies.These events include summits,forums,and sustainable development congresses.CACIE8 The China Annual Conference&Expo for International Education(CACIE),held annually since 2000,is a premier internatio

126、nal education event in the Asia-Pacific region,drawing thousands of global decision-makers,influencers,and professionals.5.2 Boost global engagement through diverse effortsFigure 21:University of Glasgow global networks C A S E S T U D YChinese mainland universities can also consider profiling their

127、 research and promoting their brand at global events and conferences.Here are some examples of organisations that hold annual international events.As these events convene universities from around the world,they offer an optimal platform to be established as thought leaders in the field.THE ROAD TO W

128、ORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION24 2515 https:/www.uow.edu.au/about/global-presence/campuses-teaching-locations/16 https:/www.jcu.edu.sg/5.3 Consider

129、 transnational education(TNE)partnershipsFigure 22:University of Wollongong Australia-TNE programmesUniversities can use TNE to diversify their international partnerships,build brand and reputation abroad,as well as enhance research partnerships and talent pipeline.University of Wollongong Australia

130、(UOW)undertakes various TNE activities,15 through its global network of campuses and partners.Beyond Australia,UOW has campuses in Dubai,Hong Kong,Malaysia,and a presence in Chinese mainland and Singapore.This global expansion provides students with opportunities to access quality education delivere

131、d by UOW outside Australia.James Cook University(JCU),a global recognized research-intensive public university in Australia,demonstrates its strong TNE efforts through its successful international branch campus in Singapore.16 As a wholly owned campus established in 2003,JCU Singapore is the only Au

132、stralian public university campus officially recognised by both the Australia and Singapore government.All programmes and qualifications at JCU Singapore are fully aligned with those at the Australian campuses,and students are given the opportunity to study in both Singapore and Australia.This branc

133、h campus has strengthened JCUs research partnerships across Asia and expanded its student body to over 50 countries,fostering a rich environment for cross cultural exchange.Global Campus locationsTransnational education partnersTwinning arrangementThrough the CCNU Wollongong Joint Institute the Mast

134、er of Computer Science and Master of Engineering(Telecommunications)UOW degrees are offered.UOW offers high quality degree programs in partnership SIM UOW,including courses in Computer Science,Information Sciences and Psychology.Figure 23:James Cook Universitys Singapore CampusC A S E S T U D YTHE R

135、OAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION26 27Figure 25:Nanyang Technological University-Industry collaborationsPartnerships with industry and governm

136、ent will increase the exposure and visibility of a universitys research capabilities by highlighting that a universitys research is relevant to the industrys needs and contributing to society.In addition,forging stronger ties with international companies and organisations can create opportunities fo

137、r students to gain hands-on learning experience in the industry.The case study of Nanyang Technological University(NTU)21 highlights its strong emphasis on industry collaborations.Between 2018 and 2022,NTU has established and maintained robust partnerships with over 350 companies.Notable collaborati

138、ons include corporate laboratories with industry leaders such as Continental,Alibaba,and Rolls-Royce.These partnerships cover a wide range of fields,including advanced materials,telecommunications,and manufacturing,effectively utilising NTUs extensive research capabilities to tackle real-world chall

139、enges and explore new opportunities to establish themselves as thought leaders in these academic fields.Moreover,NTUs initiatives,such as the Global Alliance of Industry NTU(GAIN),play a pivotal role in facilitating research between companies.GAIN provides a platform for industries to engage with NT

140、Us network of renowned experts and cutting-edge facilities.This initiative fosters cross-collaboration and co-creation of innovative solutions,further cementing NTUs position as a central hub for industry-academia partnerships that drive technological advancement and economic growth.17 https:/www.xm

141、u.edu.my/18 http:/www.sjtu-apgi.edu.sg/19 https:/ http:/ Strengthen ties with industry and government 21 https:/www.ntu.edu.sg/research/industry-research-collaborationsFigure 24:Xiamen University and Shanghai Jiao Tong University-TNE programmesAs illustrated by UOW and JCU,there is potential for Chi

142、nese mainland universities to engage in TNE.Leveraging their educational strengths and expanding their presence through international curriculum export can enable Chinese mainland universities to achieve greater recognition and influence on the global stage.There are already some Chinese mainland un

143、iversities pursuing this strategy,such as Xiamen University,which established the first overseas campus in Sepang,Malaysia,in 2015.17 This institution offers most of the programmes available at its parent campus.With its strategic location and focus on international education,Xiamen University Malay

144、sia is positioned to play a key role in expanding the Universitys global outreach and fostering a dynamic academic community in Southeast Asia.Shanghai Jiao Tong University also operates an international branch campus in Singapore,known as the SJTU Asia Pacific Graduate Institute.18 This campus spec

145、ialises in research areas such as environmental sustainability,science,management,and offers MBA programmes.It is located in two distinct areas in Singapore:within NTU Singapores campus and within the CREATE research campus.Additionally,the SJTU Graduate Institute collaborates with NUS on many resea

146、rch projects through CREATE.In addition,establishing joint programmes/dual degree programmes is another way to foster collaborations and enhance global interactions.Numerous universities in Chinese mainland have already embraced these initiatives,such as Peking University,19 and Nankai-Glasgow joint

147、 graduate School.20 Universities could look to expanding these programmes into developing regions,to further enhance their global reach.C A S E S T U D YTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAIN

148、LAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION28 295.5 Amplify global presence through social media,website and marketing materials22 https:/ 23 https:/ 26:Tsinghua University-Social media strategy24 https:/ https:/www.yonsei.ac.kr/en_sc/intro/brochures.jspAs shown in previous sections of the rep

149、ort,social media platforms have become increasingly influential to global academics when voting.Geographical differences influence voters choice of platform as well.Domestic Chinese voters pay more attention to WeChat,while international voters prefer platforms such as LinkedIn,Facebook and YouTube.

150、As access to these social media platforms is restricted,it has become difficult for Chinese mainland universities to engage international audiences through these platforms.In spite of this,Tsinghua University,as shown in the case study below,has demonstrated a successful strategy to increase its glo

151、bal presence across these international social media platforms.22 Through the global communication office at Tsinghua,the university maintains an active presence on all global social media platforms,23 with daily updates that are consistently aligned with its official website.The office is responsib

152、le for disseminating information about the school overseas,upholding the schools image,and enhancing publicity efforts.This includes drafting and implementing plans and documents,overseeing interactions with foreign media and international partners,and managing publicity systems and content.The offi

153、ce also coordinates information releases,monitors public opinion related to overseas activities,and manages the overseas publicity talent team.Apart from creating a website in English,comprehensive university marketing materials in English play a crucial role in effectively broadcasting their brand

154、and marketing content to international audiences.Yonsei University25 is a good example of effective university marketing materials.The e-brochures website offered a comprehensive overview of the institution,and featuring details on its history,academic programmes,campus facilities,and student life.T

155、hese e-brochures serve as an informative and engaging resource for prospective students,parents,and other stakeholders.Another way to increase international presence is through a universitys official website.Nanjing University is scaling its international outreach through this strategy.24 A quick se

156、arch of the universitys name in English,produces an English version of the website by default.The English website typically features content specifically tailored for an international audience,rather than being direct translations of the Chinese version of the website.They provide information that i

157、s more relevant and accessible to international visitors,including details on programmes,admissions procedures,campus facilities,and resources available to international students.This customisation helps universities effectively communicate their offerings and engage with prospective students and re

158、searchers from around the world.Figure 27:Nanjing University-English website C A S E S T U D YTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION30 31In th

159、e absence of access to international social media platforms,an alternative way to enhance global reach is by developing a strong brand that will set a university apart from the others,making them unique and memorable.A universitys brand conveys its culture,and the story it tells allows a university

160、to emotionally connect with stakeholders.Its also important to establish a unified brand articulation,in order to maintain a cohesive and professional image that resonates with target audiences.This approach not only enhances brand recognition but also fosters trust and credibility among stakeholder

161、s,contributing to a stronger international presence and engagement.The brand articulation of City University of Hong Kong(CityUHK),26 as depicted in Figure 28,outlines CityUHKs core values,brand personality,and brand positioning.By defining these key elements,the university ensures a clear and consi

162、stent identity through all its communication channels.This approach strengthens the universitys brand presence and creates a memorable impression with audiences.Leveraging sustainability as a branding strategy can also help universities to differentiate themselves.By incorporating sustainability int

163、o both the universitys academic curriculum and marketing efforts,the institution can cultivate a distinctive sustainability-focused brand.This approach not only attracts students who prioritise environmental responsibility but also fosters strong global partnerships in sustainability.Ultimately,thes

164、e initiatives contribute to enhancing the universitys global influence.For instance,the Chinese University of Hong Kong(CUHK)is the first university in Hong Kong to establish general education in SDG by launching an SDG study scheme in 2020.As depicted in Figure 29,CUHK emphasized the importance of

165、sustainability in its 2021-2025 strategic plan.27 Further demonstrating its commitment,the university has hosted several high-profile sustainability conferences,such as cohost the Global Sustainable Development Congress in 2024.28 These initiatives enable CUHK to not only advance sustainability educ

166、ation and research but also enhance its global reputation,attract like-minded students and faculty,and foster influential partnerships dedicated to addressing global sustainability challenges.5.6 Develop a brand strategy 27 https:/www.cuhk.edu.hk/strategicplan/cuhk2025/assets/ebook/english/1/28 http

167、s:/www.cpr.cuhk.edu.hk/sc/press/cuhk-co-hosts-successful-the-global-sustainable-development-congress-in-bangkok-3000-sustainability-pioneers-gather-to-discuss-solutions-for-global-challenges/Figure 28:City University of Hong Kong-Brand articulationFigure 29:Chinese University of Hong Kongs 2021 2025

168、 strategic planA Strong Brand,A Strong CityUHKOur brand is more than just a logo.It represents who we are,what we do,and how we make a difference through the professional educational programmes we offer and the groundbreaking research we carry out.The CityUHK brand reflects our core values,the dynam

169、ic nature of our people and programmes,our rising status and visionary leadership.In particular,we are a professional school excelling in professional education and research;we target research that impacts the world,especially engineering and biomedicine where our performance is among the strongest.

170、Brand personalityAlthough a brand is obviously not a person,it can take on human attributes and develop its own distinct personality.CityUHK is not a conservative institution with a long tradition,nor do we wish to be perceived that way.We are dynamic,innovative,bold,and smart.By keeping our unique

171、personality traits in mind every time we communicate with stakeholders,our reputation as a pioneering and vital university will continue to grow.Why a unified brand is so importantCityUHK embodies excellence,honesty,freedom of enquiry,accountability,and civility and collegiality:our core values.Thes

172、e values stand at the heart of everything we do at CityUHK.A strong CityUHK brand helps us communicate these values and our reputation as a centre of academic and research excellence,building a global reputation based on trust and credibility among our local,regional and international stakeholders.W

173、e can achieve this by maintaining a clear and consistent identity across all of our communications.In doing so,we eliminate any confusion about who we are,establish a stronger“brand presence”and communicate what we stand for more effectively.Building a strong brand takes time,and maintaining consist

174、ency is key.If you have questions on its applications,ways to treat our brand colours,font and the placement of our logo,please contact CIRO at cirocityu.edu.hk.Brand positioningFor students and faculty aspiring to excellence in higher education,CityUHK is committed to creating new knowledge,nurturi

175、ng student talent,and cultivating cutting-edge research that will positively impact the world around us.C A S E S T U D YFive-year GoalsThe next five years is a time of transformation.CUHK aims to establish itself as the premier university embracing social responsibility for sustainable development.

176、The CUHK community espouses the values of people,social,and environmental and economic harmonies in the pursuit of sustainable development,and it is determined to make a difference.The University has set for itself concrete sustainable development targets in alignment with the United Nations Sustain

177、able Development Goals(SDGs),which apply to all areas of the Universitys endeavours.The SDGs are interconnected,and the progress of one goal will directly or indirectly facilitate that of the others.26 https:/www.cityu.edu.hk/ciro/CityU-brand/THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNI

178、VERSITIES ON BUILDING A GLOBAL REPUTATIONTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION32 33Recommendation 1:Establish your university as a thought leaderData has shown that building thought leadership has become increasingly important for enhancin

179、g international reputation.Both domestic and international voters have indicated how these channels can value-add to a universitys global presence.Through participation in conferences,hosting of events and actively promoting thought leadership content,universities can cement their identity as leader

180、s in their research areas of strengths.Recommendation 2:Boost global engagement through diverse effortsA diverse array of global engagement extends a universitys profile which has shown to be influential in order to garner international votes.These engagements include actively engaging in global res

181、earch networks and alliances which would help universities to form connections,share different perspectives and generate new ideas.Another way to boost engagement with international voters would be through student and staff mobility programmes.Staff and students on outbound programmes serve as an in

182、stitutions ambassador abroad.Conversely,staff and students returning from overseas programmes will carry with them the partners reputation back to their home country.Recommendation 3:Consider transnational education(TNE)partnershipsTNE can help universities to diversify their international partnersh

183、ips,build brand and reputation abroad,as well as enhance research partnerships and talent pipeline.Various TNE models from branch campuses to joint/dual degree programmes have been shared in the case studies section.Chinese mainland universities should examine their own institutional strategy to det

184、ermine the most sustainable and impactful approach.Recommendation 4:Strengthen ties with industry and governmentPartnerships with industry and government will increase the exposure and visibility of a universitys research capabilities by highlighting the relevance to industrys needs.Forging stronger

185、 ties with these organisations can also provide students with valuable hands-on opportunities that align with their academic and career aspirations.This preparation for success in an interconnected world may potentially foster prominent alumni and researchers.Famous alumni and researchers are one of

186、 the key factors influencing voters.Recommendation 5:Amplify global presence through social media,website and marketing materialsGaining traction on international social media platforms can greatly boost universities global visibility and engagement.Given the restrictions on global social media plat

187、forms in Chinese mainland,universities can establish dedicated communication teams to collaborate with overseas media agencies.These teams can then manage the universitys international publicity efforts,by disseminating information and media of the university to ensure an effective outreach effort a

188、nd enhanced global presence.Universities can also upgrade their official website and marketing materials to cater to their international audience.Recommendation 6:Develop a brand strategy Its important for universities to have a clear understanding of how their audiences feel about them.In its simpl

189、est terms,a brand is what a university says it is;but reputation is what their customers say about them.Understanding any gaps between the two will help universities to define a future brand strategy.Effective university branding goes far beyond a logo,colour palette,or slogan.A brand is a universit

190、ys culture,what makes them unique,and the story that a university tells that would allow them to create an emotional connection with their stakeholders.Leveraging sustainability as a branding strategy is one way to help universities to differentiate themselves.Managing both brand and reputation is v

191、ital to an institutions continued long-term growth and success.As competition to stand out in the higher education sector continues to intensify,understanding and leveraging brand and reputation is essential.5.7 Summary of recommendations To boost the global reputation of Chinese mainland universiti

192、es,a focus on internationalisation and branding is key.Several strategies can be implemented,to collectively enhance the visibility and engagement of universities on the global stage.These strategies were conceived based on the profile and preferences of international voters and have also been prove

193、n to be effective for other universities as illustrated through the case studies above.THE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION34 35Contact usIf you would like more information on reputation and internationalisation,please contactWang Danhua,

194、Senior Higher Education Consultant DFor further information on our consultancy services,please contact:Internationalisationand TNEBrand and ReputationDigital Maturity and TransformationCourse and PortfolioStrategic Marketing ServicesSustainabilityTHE ROAD TO WORLD CLASS:INSIGHTS FOR CHINESE MAINLAND UNIVERSITIES ON BUILDING A GLOBAL REPUTATION36