It is not possible to excel at everything. It is necessary to have a unique project, related to the institution's identity and mission. Concepción Naval backed this idea today at the University of Navarra as president of the scientific committee organizing the international conference on university reputation. The conference, inaugurated this afternoon, was attended by over 300 people, representing 92 institutions with 48 speakers, all from 18 countries.

"Excelling in something of your own" is, according to this expert, one of the key aspects for a university to achieve its main goals that are "excellent teaching, research and transfer of knowledge."

Along with standing out, Concepción Naval, dean of the School of Education and Psychology, referred to another five challenges: "Getting the necessary public and private funding; generating a sense of belonging throughout the entire university community; strategic communication management; creating a network of national and international connections; and opening up to the surrounding area with university extension activities."

In addition, she mentioned that quality represents promoting personal improvement, beyond hitting external quality targets. "Quality claims results and they are an essential condition for an organization to survive. However, it would be a mistake to confuse quality with success. External targets are a necessary or practical condition but they are not enough for quality in a radical sense."

"What can't be evaluated loses value"

The Building Universities' Reputation 2015 conference was inaugurated by Alfonso Sánchez-Tabernero, President of the University of Navarra; the Regional Minister of Education, José Iribas; and Vice-President of Communication for the school, Juan Manuel Mora.

The President highlighted that, in these times of change and uncertainty, the university "should not emphasize accidental aspects but continue looking at critical points: education, research and transfer of knowledge to society. In this way it is easier for innovation and creativity not to become impaired."

In turn, Minister José Iribas underlined the importance of reputation for each university, but also for the university system as a whole, "In Navarra, we have reason to be pleased with ourselves as we possess a solid, accredited, cooperative system that trains qualified professionals and backs internationalization without forgetting its roots." However, he pointed out that we all have to seek out excellence and make sure that institutions provide the best of themselves for society. "We have to evaluate ourselves to see the strengths and weaknesses and so be able to improve. Because what can't be evaluated loses value"

Finally, Juan Manuel Mora stated that the conference topic had two initial sources: the current debate on rankings and the discussion on the need to change university models that has taken place both in Spain and abroad. These debates, in his opinion, lead to new questions such as "What is university quality? How is university reputation managed? and What is worth measuring and evaluating?"

Today's session also welcomed John Haldane, director of the Centre for Ethics, Philosophy and Public Affairs at the University of St Andrews, with a paper entitled "Students at the heart of the university education enterprise".

A round table was also held on "University reputation in a global scenario", moderated by Pilar Lostao, Vice-President of International Relations at the University of Navarra involving Jaume Pagés, Managing Director of Universia; Manuel J. López, of CRUE (Conference of Spanish University Presidents); and Lidia Borrell-Damián, director of Research and Innovation for the European University Association (EUA).

The conference was supported by institutions such as CRUE, Universia, the European Foundation for Society and Education, Corporate Excellence, CASE, the British Council, World 100 Reputation Network and DIRCOM. The position paper was given by sociologists Víctor Pérez-Díaz and Juan Carlos Rodríguez; University Professor Pérez-Díaz received the National Sociology and Political Science Award this year.