UNIVERSITY HERITAGE AS AN INSTRUMENT FOR THE DEVELOPMENT OF THE UNIVERSITY BRAND

ABSTRAKT: Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand. Univerzitní dědictví jako nástroj pro rozvoj univerzitní značky Univerzity jako společenské instituce v současnosti procházejí krizí. Mění proto své aktivity a nasazují všechny dostupné prostředky, aby uspěly v dlouhodobém nelítostném konkurenčním boji o studenty. V poslední době začalo být univerzitní dědictví vnímáno jako užitečná pomůcka v rámci těchto aktivit. Muzea a sbírky, včetně muzeí univerzitní historie, fyzické prostory a nehmotné dědictví představují prvky, které mají specifický vliv na formování obrazu univerzity. Článek se zabývá významem univerzitního dědictví v rámci strategie institucí vyššího vzdělávání při získávání studentů a prezentuje způsob, jakým univerzity v sedmi regionech na západě Ukrajiny využívají své dědictví na podporu, propagaci a vytváření jedinečné univerzitní značky. KEYWORDS/KLÍČOVÁ SLOVA: university heritage – museum – collection – intangible cultural heritage – university brand univerzitní dědictví – muzeum – sbírka – nehmotné kulturní dědictví – univerzitní značka

Nowadays, the universities as social institutions are in crisis therefore they transform its activity and applies all possible means in the year-on-year the increasingly fierce competition for students. University heritage has recently begun to be valued as a tool in such activities. Museums and collections, including museums of university history, physical space and intangible heritage are all elements that have a special influence on the formation of a vision about the university. This article examines the strengths of university heritage in higher education institution policies to attract students as well as how universities in 7 regions in the western part of Ukraine use their heritage to promote, advertise and make a unique university brand.

Introduction
Although the discussion of mankind's past through the prism of its tangible and intangible heritage became more relevant several decades ago, attention to the heritage that had been formed in the higher education environment was more prevalent later. 1 Key milestones in this process were the creation of the European University Heritage The emphasis on the importance of the higher education heritage is primarily due to the need to protect it taking into consideration the processes of optimization of university activities and the growth of requirements to all the organization departments. Marta Lourenço pointed out the demographic crisis, the increasingly fierce competition for students and the decline in public funding as the main reasons for this policy. 3 The university as a phenomenon was modified, became an innovative, service, corporate, and entrepreneurial university depending on the models offered by Risto Rinna and Jenni Koivula. 4 It shows also its dependence on the public in the foundation of its existence. 5 Marek Kwiek describes the current situation as "the identity crisis of a modern university". 6 To overcome it and to win in the fight against competitors, the institution must identify resources that will help build a new public image and contribute to the transformation of values.
That is why branding of educational activities has become a usual phenomenon in recent decades. Since its main purpose is to individualize university services and to help consumers identify them as different, special, unique ones, all possible resources are used for this purpose. The rich history of the university is traditionally defined as one of its strengths to build the brand identity. The cultural heritage as a product of interpretation of the historical background helps to fulfil this task more comprehensively.

Museums and collections as part of a larger whole
When in Europe the university museum crisis was actively discussed in the mid-1980s, in 4 RISTO, Rinne  the USSR, and later in the post-Soviet republics different issues related to the university museums' activity were also discoursed more actively on the pages of scientific journals, although the term "crisis" was not used. While research and audits of university museums abroad have indicated radical changes in their functions over the past decades, in Ukraine there was still a stereotype mainly of the teaching function of such museums. The author's research visits to 40 institutions of higher education in seven regions of Ukraine in 2013-2017, analysis of activity of 166 museums and collections, were organized to check such statement. In the end, it was proved that a few museums continue to be parts of the learning and research process, but it doesn't refer to most of them. Data has shown that only a third determine the teaching as their main task. Research function of high school museums has also transformed over the past 30 years. It has been implemented more or less fully in museums with a long history -Ivan Franko Lviv National University, Yurij Fedkovych Chernivtsi National University, Uzhgorod National University and some othersalthough the significance of this process is greatly exaggerated. Since a university is a dynamic organization that is constantly evolving, one of the duties of the university museum is to reflect this dynamic. Z. R. Kozak defines this mission in the category of "responsibilities" in the universityto-museum relationship. "By recapturing the spirit of institutional identity and promotion previously mentioned, university museums have the opportunity not only to display objects and collections unique to their institutions, but also to use them to illustrate their university story. As previously stated, university museums have the potential to provide innovative services that immediately benefit the university in terms of institutional awareness and promotion, but also provide the wider audience with the distinctively academic and experimental programs only a university museum can provide." 8 Over 80 years ago Aute Richards wrote: "Good college and university museums are found in the whole in the good colleges and universities.
[…] To be sure not every one campus museum units in the United States marks a progressive institution, but the colleges and the universities having are as the class the top and institutions with no museums at all are in the class of the backwards colleges". 9 7 KING, Lindel. University museums in the 21th century -opening address. In KELLY, Melanie (ed.  1942, vol. 20, no. 3, p. 266 [accessed 2020-07-12]. Available from www: <https://cdm17279.contentdm.oclc.org/ digital/collection/p17279coll4/id/30868/rec/97>. 60 years later American museologist P. Tirrell's opinion on this topic has not changed: "Great universities have great museums!". 10 This statement in the concept can be distinguished oppositely: if a university has an outstanding museum, the university is also an outstanding one. After all, only an institution with a clear development strategy and significant achievements sees the museum (museums) as a translator of its values and makes investments in those resources. The museum is an indicator of the success and prestige of the university, part of its public propaganda, a way to serve the interests of society. 11 If the university is evaluated as an educational enterprise, according to S. Orekhova's opinion, a museum becomes an effective means of implementing communicative policy. 12 Thus, all new opportunities of the university museum become its strong points and help the university to realize its third mission.

Museums of university history: logical/illogical nature of their origin
Alan MacGregor argued that "until the very end of the 16th century at the earliest, it was simply inconceivable that such a device [the museum] might find a place in the curriculum and it took several centuries more before museums 10  found an undisputed role in the university milieu". 13 Quoting these words Marta C. Lourenço points out different levels of responsibility of the university in the use of collections in the educational and research process and the creation of the museum. 14 As in Maslow's hierarchy, the need for social connections becomes tangible once physiological and security needs are satisfied, a key point that emphasizes the neсessity and logic of establishing a museum of university history comes only when the administration has defined a clear mission of the university in the educational space. Although, the plan for establishing university museums varies according to the purpose, the willingness of the universities authorities to take this step is a determining factor. Meanwhile, the logical development of this process and the creation of fullfledged museums, designed to transmit university values and to develop the university brand, is possible only in a democratic state system.The following example supports this idea, although other studies and examples are definitely needed to make this fact scientifically proven.
In the late 50s-early 60s in the Ukrainian Soviet Socialistic Republic, when fundings for culture were cut, the state authorities were promoting the creation of museums voluntarily, also in universities. Such museums were additional tools for promoting Soviet ideology. That's why in the 60s-70s there was a peak in the formation of museums of higher education history -39 out of 54 museums were created in this period. Morever, having analyzed the information about 300 university museums and collections formed after 1945, we have the following data: about a quarter of them were created as a result of government orders and they were usually dedicated to the anniversary of Victory in World War II and the October Revolution of 1917 in the Soviet Union. This factor used to influence the museum development negatively. Usually such museums were like "visiting rooms" for guests and didn't organize meaningfull museum activity. 15 Another reason to establish museums compulsorily was the celebration of the anniversary of the higher school and the authorities willigness to present its history due to this date. 16 Thus the museums of university history were formed as a separate type of museums. In Ukraine, over 15 % of all museums (after 1945) were formed in such way.

Strengths of university museums
There are a lot of strengths of university museums that might encourage people to visit the higher education space and to help the higher education institution to fulfill its third mission as platform for links with its surrounding communities. Firstly, it reflects the academic cultural heritage andits past as well as shows its prestige. Secondly, using the museum potential in activities outside the academic environment provides an opportunity to promote its unique history and values alongside cultural events in the city, region and country as a whole, thus presenting the higher school to the public. 17 The example of the Museum of Louvain-la-Neuve (Catholic University of Louvain) shows it is not so important where the museum is located, on-campus or not, its relationships with the public outside the university are far more important. The museum becomes an instrument that demonstrates the openness of the university to the outside world. 18 An essential factor is that a museum of higher education institutions forms a special advertising product. It can be offered to entrants as part of career guidance work free of charge. Museums are the place where a student establishes connections with the academic environment for the first time, gets into the closed world, and the museum tour is not the only way there. Abstracting from potential students, university museums are an open door for collective access to the institution with a special atmosphere, a way to dispel the myths of the hosting institution to the public, whose representatives often have no other opportunity to contact the university. 19

Reload of university museums
In recent years, communities at many universities around the world have significantly increased their work towards the use of 17 20 on the Jiao Tong ranking list. Its purpose was to analyze the latest investments in their museums as the University of Sydney has been planning to create a business case for a new museum. It was explicated that 90 % (45) out of 50 universities had museums (more than one in most cases) within their organization and at least 12 of them have invested profoundly in the fundamental works related to improvement/ change of the infrastructure of their museums or galleries during last 10-15 years.
The assessment of cultural heritage as a resource for the development of a university brand is a relatively new phenomenon for Ukrainian higher education institutions. Meanwhile, the transformation processes in the system of higher education, since Ukraine has declared its independence, require proactive approaches from the universities authorities because of the increasing competition for the applicants. Although the process cannot be called a mass one, rectors of a lot of Ukrainian universities gradually recognize the importance of a third mission implementation by the university and regard cultural heritage as a mean for this purpose.
Establishment of new museums, reorganization of old ones, reconstruction of museum premises are the next arguments confirming 20 Formed by Shanghai Ranking Consultancy, which has been the official publisher of the Academic Ranking of World Universities since 2009. the relevance of such decisions. In 2010 the Museum of History was founded in The Hetman Petro Sahaidachnyi National Ground Forces Academy. A separate building was rebuilt for this purpose in the centre of the university campus and is highly eye-catching. In 2011 after an almost 20-year break, the fully renovated Museum of History was opened in Ivan Franko Lviv National University. In the same year, the premises of the National University of Ostroh Academy Museum were renovated. In recent years this museum has confidently become one of the three most visited tourist sights in Ostroh. The university authorities plan to allocate a separate construction of the old monastery building for the museum and unite the academic heritage in one place. In Volodymyr Hnatiuk Ternopil National Pedagogical University the authorities attempt to unite all museums and collections into one complex. Although, this attempt looks somewhat artificial now, the process has started. Yurii Fedkovych Chernivtsi National University campus, the part of which is included in the UNESCO list of world cultural heritage sites, uses its physical space effectively to launch advertising campaigns, gradually involving museums in this activity. The Lviv Polytechnic National University administration has proposed the creation of the new museum at the premises of the machine laboratory 21 and is actively fundraising for the project. Such random facts affirm the new stage of activity of university museums.

Physical space as part of a brand
A lot of universities are located in ancient buildings, architectural 21 The machine laboratory has a status of the monument of local culture importance. Its square more than 1000 m 2 . monuments, thus serving as reference points attracting visitors in general and tourists in particular. 22 This part of the tangible university heritage is the most visible one. The dynamics of the university buildings being included to the UNESCO's list indicates that such status of university premises began to attract the interest of higher education administrators while developing university brands. There is an obvious coherence between these two phenomena.
Universities can be included into the UNESCO World Heritage List in two different ways: first, directly when a university (or part of it) is listed; second, indirectly, when the city center or site where the university is located is listed. According to the first point, universities represent only seven separate items on the UNESCO List, which now includes just over 1,000 items. Another almost 30 university buildings are included on the List as part of the historic cities where they are located. 23 This status also affects the institution's brand. As an example, the University of Greenwich in South London joined the 17th-century buildings that previously belonged to Oxford and Cambridge because of their UNESCO status. According to P. J. Boylan, such actions indicated a desire to raise the prestige of universities. 24 22 MARET, Pierre de. Exposing the Ivory Tower.
Opuscula Musealia, 2006, vol. 15, p. 81 The University of Greenwich has been developing a university brand also by the building of new premises. The world-famous architects are invited for this purpose. Although in 2018 critics haven't highly appreciated the project combination of old buildings and new library, because the design was "not traditional enough" and at the same time "not bold enough". However, the fact is obvious -the building is a tool to bolster the school's reputation, as well as "expanding the discipline's boundaries". 25 Campus architecture and landscape fundamentally influence the college brand. There is even the idea that architecture and the influence of the physical environment affect first impressions and lead to lasting memories -and these influences drive the power of the college brand. 26 Although only subsequent research may prove or disprove this statement convincingly. But there are indisputable facts -universities compete one after another in cost of buildings; size (including the size or 25 Too many cooks spoil Greenwich University's £80m new building. In The Guardian [online]. [accessed 2020-07-20]. Available from www: <https://www.theguardian.com/ artanddesign/architecture-design-blog/2014/ sep/18/greenwich-university-new-buildingheneghan-peng>. 26 5 ways architecture defines the university brand. In Building Design + Construction [online]. [accessed 2020-07-20]. Available from www: <https://www.bdcnetwork.com/blog/5-waysarchitecture-defines-university-brand>. rarity of the collections housed in the building or complex); architectural elements, including the fame of the architect, the style or importance of the architecture, or the materials and decorations used; and amenities and innovative features.
The National University of Ostroh Academy is one of the few higher education institutions in Ukraine, whose administration uses cultural heritage resources to promote the university brand, also forming new architecture on the campus. In 2007 the architects won the award for the project of the library in the National Architects' Contest. Since the early 2000s the rectorate has been looking for sources of additional funds to complete the long-built construction. It has passed on from the city balance sheet because of lack of funds to finish. University authorities had managed to attract many sponsors, mainly from the Ukrainian diaspora. The new university building was opened in 2019 and has the potential to become an adornment of central part of the city. Authorities strive for an ambitious combination of material and non-material cultural traditions of the city and the academy -in the XVI-XVII centuries this cultural centre was known as "Volyn Athens". Rector I. Pasichnyk considers: "In fact, the tower of the new building is the City Hall. In the morning there will be a melody of the student hymn Gaudeamus. It will This way, it ensures the continuity of university traditions and the connection of the university's past with the future through the interpretation of socio-cultural, scientific and educational university experience in the present. Some credits on university history is a good tool to promote university identity development. The example of course "History of Ostroh Academy" in the National University of Ostroh Academy testifies the university museum can become the centre for the organization of learning activity.

Conclusions
New circumstances of the higher school activity, competition for the applicants stipulate intensive work of the universities to create and promote their own brands.
Emphasizing the special role of university cultural heritage should become an integral part of this work. Although, these results don't have an immediate effect, they can yield long-lasting dividends.
After all, university heritage has a positive impact on the university reputation, including the attitude of potential students and the intention to pay tuition fees as well as to recommend the university. Moreover, it has a special effect on the programs of recruiting foreign students. 34 Universities in Ukraine have recently started to use the university heritage as a resource to invigorate their brand. However, every year the cases of attracting this tool is growing. It allows not only to preserve the existing heritage, but also provides favourable conditions to create its new forms.

BIBLIOGRAPHY:
BOYLAN, Patrick J. Museums and collections in relation to the heritage of the university.