On September 26, a meeting on ‘Branding of Eurasian Universities: Balancing Identity and Global Impact’ was held at the Azerbaijan State Oil and Industry University (ASOIU). The event focused on the development of universities in the Eurasian higher education space based on their values and missions, as well as on preserving each university’s identity amid integration into the global education system. Representatives of the Samarkand Institute of Economics and Service actively participated in this prestigious meeting.