Branding of Universities: Trends and Strategies

A sense of fierce, global competition over resources, students, and faculty is driving universities worldwide to launch strategic exercises and branding initiatives. Universities, like corporations, articulate their vision and mission statements for brand differentiation and marketing campaigns. One result is that, with the guidance of marketing and branding consultants, universities across the world have been replacing their traditional seals and emblems with stylized, eyecatching logos. This act wholly symbolizes the transformation of universities from professional (and often public) institutions of research and learning into market players.