Proceedings of the International scientific and practical conference ―The Hague Conference on Science and Public Policy‖ (May 8-10, 2026) / Publisher website: www.naukainfo.com. – The Hague, Netherlands, 2026. - 232 p.

144 DOI: https://doi.org/10.64828/conf-121-2026-2 UDC 378.091:339.138 Yunyk Ivan Doctor of Pedagogical Sciences, Professor of the Psychology Department, State University of Trade and Economics, Kyiv, Ukraine https://orcid.org/0000-0001-5594-8470 SPECIFICS OF VERTICAL CAREER GROWTH OFA UNIVERSITY PROFESSOR AS A BRAND CARRIER Abstract. The article proves that the university professor‘s brand acts as a catalyst for the career growth due to filtering out negative personal traits, qualities, habits, actions, etc. that can slow down his pace and speed. The specifics of the career growth of a higher school specialist along the vertical, which aims to gradually obtain higher positions within one organization and/or sphere of professional activity, are highlighted. Keywords: brand, university professor, career growth, competitive advantages, brand communication. According to М. Bastin [3], P. Hotez [4], C. Whitchurch, W. Locke & G. Marini [5] and a number of other scientists, one of the leading tasks assigned to the university professor‘s branding is the intensification of his career growth. Public perceptions of a career have evolved from understanding it as advancement "up the career ladder" to the awareness of the need to realize a specialist‘s personal and professional potential and obtain a well-deserved social status. In particular, the initial provisions of the scientific researches of P. Acar & G. Yildirim [1] and N. Ada, M. Korolchuk & I. Yunyk [2] allow us to conclude that in modern socio-economic