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.

145 conditions, three different technologies of career growth of specialists should be distinguished – vertically, horizontally and diagonally, – where the priority place is naturally occupied by the first of the above-described technologies. The main competitive advantages that the university professor as a brand carrier can receive during vertical career growth are: - satisfying the specialist's need for public recognition with the receipt of appropriate material incentives; - the opportunity to present one's own scientific and pedagogical virtues to a quantitatively larger target audience through constant communication with it on behalf of the headed structure. The university professor may not gain competitive advantages or lose them during vertical career growth due to the dissemination of information regarding: - his inability to make quick and correct decisions; - his inability to manage the activities of subordinates; - his fear of moral and material responsibility for decisions made, etc. In addition to the above-mentioned risks of losing competitive advantages during the vertical career growth of a university professor, I. Yunyk emphasizes the possibility of the bearer of a personal brand "obtaining" other negative consequences from the implementation of this technology, because: - the specialist not only has an intensification of the work schedule, but also needs to spend time on solving administrative issues instead of initiative and creative activities; - the surge in the level of publicity also does not always allow for a long time to "hide" from competitors the strategic and tactical opportunities of "counteract" one‘s own professional self-realization in the market for providing educational services, etc. [6, p. 149–152]. Summarizing all the above information, it is possible to conclude that the university professor‘s brand acts as a catalyst for career growth – an accelerator of the specified process by filtering out negative personal traits, qualities, habits, actions, etc. that can slow down its pace and speed.