On March 17, 2021, an online webinar was held on the topic "Strategic brand positioning of the University" organized by the European News Academy.

The webinar was directed and organized for the leaders and employees of the universities of the Republic of Uzbekistan and representatives of the national media.

The moderator and speaker was Sergey Stanovkin, Program Director of the European News Academy, Head of the Commercial Representation of BBC World News in Eurasia.

During the meeting, it was noted that the process of forming a university brand is a multi-stage task.

The formation and promotion of a brand is most often impeded by stereotypes, including:

• Stereotypes exist regardless of whether the “brand builders” are aware of them or not.
• Each target group may have different stereotypes.
• It is impossible to learn about stereotypes without external communications.
• Stereotypes are important to study and even more important to form them.
• Within each country there are stereotypes about how the country is perceived in the world.
• Stereotypes are difficult to fight, but can often be used.
• Stereotypes are the basis for the formation of attitudes towards the country among those who have never been to the country, but who often make or influence the adoption of investment decisions on large industrial or regional projects, as well as those who choose for themselves, their children, relatives or friends a place for higher or second education.