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.

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

DAL BUONO, Veronica
Primo
Writing – Original Draft Preparation
;
FORTEZZA, Fulvio
Secondo
Writing – Original Draft Preparation
2017

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.
978-1-138-09023-1
Branding management, Marketing experience, Institution’s Communication, Corporate identity, Visual identity, Identity, Visual communication, Visual design
File in questo prodotto:
File Dimensione Formato  
Universities experience with brand. Dal Buono & Fortezza 2017.pdf

accesso aperto

Descrizione: Article The design Journal 20
Tipologia: Full text (versione editoriale)
Licenza: Creative commons
Dimensione 2.1 MB
Formato Adobe PDF
2.1 MB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11392/2370540
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 3
  • ???jsp.display-item.citation.isi??? 2
social impact