Table 1.
Differentiation between terms: identity, image, reputation, and brand
| Term | Key question |
|---|---|
| Identity | Who are we as an organisation? |
| (Desired) Image | How does the organisation be perceived by the others? |
| (Anticipated) Image | In the opinion of the organisation, what do others think about it? |
| Reputation | What do people think about the organisation in reality? |
| Brand | Which attributes and images should be related to individual products/services? |
[i] Based on Humphreys and Brown (2002).

Figure 1.
Selection criteria for the best world universities. Based on Times Higher Education (2023).
Table 2.
‘Prestige commissioning’ activities at Coventry University
| What to promote | How to promote to the partners |
|---|---|
| A strong research culture |
|
| Research facilities and infrastructure |
|
| Faculty expertise |
|
| A strong online presence |
|
| Collaborative initiatives |
|
| Networking and organising conferences |
|
| Support for grant applications |
|
| Interdisciplinary research |
|
| Transparent and efficient process for project management |
|

Figure 2.
Colaboration of Coverty University with Lukasiewicz-ITEE
Table 3.
‘Prestige commissioning’ activities at Coventry University focused on Lukasiewicz–ITEE
| What to promote | How to promote the prestige/brand to Lukasiewicz-ITEE |
|---|---|
| A strong research culture |
|
| Faculty expertise |
|
| Different collaborative initiatives |
|
| Networking and organising conferences |
|
| Support for grant applications |
|
| Interdisciplinary research |
|