Branding Universities: Trends and Strategies

Authors

  • Gili Drori

DOI:

https://doi.org/10.6017/ihe.2013.71.6083

Keywords:

Strategic Planning, International, branding, globalization, promotional university

Abstract

Branding campaigns, in which universities restyle their traditional insignia into logos, have both strategic and cultural dimensions. Strategically, rebranding is linked with the expanding efforts of universities to market their programs to prospective students and donors and leverage their reputation for such marketing. Culturally, rebranding symbolically captures the transformation of university governance from guild-like autonomy to a managed and promotional university. The essay describes the three main trends in the branding of universities and considers that strategic implications and cultural meanings of university branding.

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Published

2013-03-17

How to Cite

Drori, G. (2013). Branding Universities: Trends and Strategies. International Higher Education, (71), 3–5. https://doi.org/10.6017/ihe.2013.71.6083

Issue

No. 71: Spring 2013

Section

International

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