Over a number of years, universities have needed to become more adept at managing change as internal and external factors affect their longer term financial sustainability. That sustainability is, for many institutions, closely linked to how straightforward (or otherwise) it is to recruit student numbers of the right quality from often diverse…

Getting the branding right for one's university will make a difference to student recruitment, and probably to wider perception in the community. Everyone in higher education knows, and most people outside it know, that reputation is "everything" to universities. In this article, the author draws a distinction between "branding"--which is what…