Universities’ experience with brand. The role of design in managing university communication and branding.

Abstract

This study focuses on the concept of brand in the university context, evaluating the distinctive nature of design management in public institutions. The paper presents a main theoretical background, reviewing and discussing literature on branding in Higher Education, in particular addressing the concepts of brand identity, reputation, corporate image and visual identity, through the lens of marketing experience. The study shows how strategic marketing and institutional communication is gaining importance in Italian universities, moving beyond logos and names. In terms of practical implications, we describe how brand and design management are implemented as a strategic resource in a highly-revealing case study, within the perspective of action research. By stressing three issues–branding, visual identity and communication 2.0–from a situation of poor visibility and with a small investment, results can be achieved in terms of reputation and value, with an impact on the economic plan of the University.