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Ying Qi Wu; Cecilia Yin Mei Cheong – Journal of Marketing for Higher Education, 2024
This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities' logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to…
Descriptors: Marketing, Foreign Countries, Universities, Semiotics
Lehmusto, Kirsti – CURRENTS, 2012
Most universities face similar challenges, so it is with good reason that universities often look to peer institutions to benchmark their branding efforts. Whether across town or around the world, other institutions' brands can inspire ideas. But why not go further? What could universities learn about branding from companies and brands such as…
Descriptors: Foreign Countries, Higher Education, Advertising, Marketing