“DIGITАL TECHNОLОGIES: HОW А UNIVERSITY’S WEBSITE АND BRАND SHАPES ITS REPUTАTIОN АND RАNKING”

This article explores important aspects of website design, such as usability, accessibility, and aesthetics, and analyzes how these elements influence first impressions and long-term image. The article also discusses the essence of sustainable branding, including the role of symbols, color schemes, typography, and the organization of information. It highlights the importance of a university’s website as a tool for building trust and maintaining effective communication with prospective students, faculty, and other stakeholders. Drawing on the experiences of leading universities, the article analyzes successful strategies for integrating web design and branding to enhance reputation and achieve high rankings. It also addresses common challenges universities face in the era of digital transformation and presents practical solutions to overcome them. The necessity of investing in advanced digital technologies to remain competitive in today’s global education landscape is strongly emphasized.