Developing the Corporate Identity of Science & Research at the University of Economics - Varna through NLP Analysis
Developing the Corporate Identity of Science & Research at the University of Economics - Varna through NLP Analysis

Author(s): Nelina Todorova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Икономически университет - Варна
Keywords: corporate identity; Natural Language Processing (NLP); BERT and LDA models; communication; digital transformation
Summary/Abstract: In the context of digital transformation and increasing competition in higher education, the development and management of the corporate identity of research institutions is becoming a strategic issue. The aim of this report is to analyze the corporate identity of Science & Research at the University of Economics – Varna by applying Natural Language Processing (NLP) methods, assessing how the institution is presented and perceived in the academic and business environment. The scope of the study is limited to the analysis of text data from scientific projects and official communication materials, without including visual or multimedia elements, which is a major research limitation. The research design combines theoretical analysis of corporate identity with empirical research based on an NLP approach. The methodology includes the use of BERT models for emotional and value tone analysis and LDA for identifying the main thematic directions. The results show that linguistic formulation has a significant impact on the perceived institutional identity, with even minimal linguistic changes leading to a significant change in assessments. The main conclusions point to a dominant technological orientation and insufficiently expressed value and humanitarian aspects in communication. The originality of the study lies in the application of NLP as an objective tool for analyzing corporate identity in an academic environment, and its practical implications are expressed in the possibility of optimizing institutional communication and the strategic positioning of research organizations.

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