Proceedings of the International scientific and practical conference ―Science in the Era of Globalization‖ (May 22-24, 2026) / Publisher website: www.naukainfo.com. - Zurich, Switzerland, 2026. - 353 p.

195 1) motivational, which ensures the activation of internal and external motives for effective goal setting and further movement towards the set goal; 2) activity, which assumes that the specialist has sufficient resources in terms of volume and quality for productive interaction with the target audience; 3) communicative, which strengthens the ability of a scientific and pedagogical worker to use contextually determined channels and means of communication with the target audience. To calculate the indicator for one of the priority parameters of the formation of the image of the brand bearer as a lecturer (the degree of manifestation of the communicativeness of a university professor as a brand carrier in the process of teaching academic disciplines), a special questionnaire was developed. Its addressability exclusively to the student audience, ignoring the possibility of questioning the specialist himself, is explained by the need to necessarily take into account a number of aspects important for image formation, including: the appropriateness of choosing a certain communication channel and taking into account the communicative features of the target audience. The choice of the Likert scale questionnaire model for the developed questionnaire makes it possible to achieve several goals at once: • obtaining the most accurate and thorough answers from respondents due to unambiguous and semantically justified wording of their options, while the binary format of the questionnaire would only allow stating the presence/absence of certain phenomena/processes/characteristics, and evaluation on a point scale would complicate the differentiation of approximate answers (for example, on a 10-point scale, it is difficult for students to distinguish in their imagination the approximate answers ―6 points‖ and ―7 points‖); • preventing polyvariance of answers (choosing several options at the same time) by equating them with the absence of an answer to the question. To diagnose the degree of manifestation of the communicativeness of a university professor as a brand carrier, an appropriate questionnaire (Figure 1) was