Review article
https://doi.org/10.47960/2303-7431.20.34.2025.161
PUBLISHING AND ITS ROLE IN UNIVERSITY BRANDING: A CASE STUDY OF THE UNIVERSITY OF MOSTAR
Antonia Tomaš
orcid.org/0000-0002-3363-1349
; University North
*
Vladimir Ruf
; University of Mostar, Faculty of Humanities and Social Sciences
Josip Šimić
; University of Mostar, Faculty of Health Sciences
* Corresponding author.
Abstract
This paper explores the relationship between modern management, publishing, and university branding, with a particular focus on the University of Mostar and its publishing house, PRESSUM. The aim of the research is to provide a deeper insight into university publishing activities as key tools for disseminating knowledge, promoting academic identity, and enhancing international reputation. A qualitative methodology was applied, including an analysis of relevant literature, a case study of the University of Mostar, and a review of numerical data and statistics related to publishing activities. The results show that the University Publishing House PRESSUM significantly contributes to the branding of the University of Mostar through the publication of diverse materials, including books, journals, and conference proceedings. Its logo, featured in all publications, further connects publishing activities with the University’s brand, thereby enhancing its recognition and reputation. The digitalization of publishing through platforms such as SUMPAUK and VIDRA increases the accessibility of scientific papers, facilitates their preservation, and contributes to the University’s international visibility. Journals published by PRESSUM, particularly those in English, expand international reach and support the University’s strategic goals of internationalization. Additionally, online journal formats reduce costs and enable faster dissemination of scientific papers, while marketing strategies tailored to target audiences through publication formats, pricing, and promotion ensure market success. All these activities together confirm the importance of publishing as a key instrument for the dissemination of knowledge and the strengthening of the academic identity of the University of Mostar. The findings confirm the importance of university publishing houses as essential tools for knowledge dissemination and university branding. The case study of the University of Mostar demonstrates how PRESSUM contributes to the visibility and reputation of the institution through diverse publications and digital platforms. Publishing is presented as a blend of cultural and commercial activity that shapes academic identity of the institution.
Keywords
publishing; PRESSUM; University of Mostar
Hrčak ID:
341996
URI
Publication date:
15.12.2025.
Visits: 420 *