The purpose of this study is to explore the strategies used by universities to promote their positive images. A university in China known for its success in promoting its image is cited as a typical example of the strategies it employs. The researchers were given permission to review related files of the university offices and relevant university websites. The data collected through this review process were verified by a university administrator to be valid. The findings of the study identified not only the unique strategies employed by the university to promote its image, but also the aggressive legal actions taken by the university to sue the infringers of the university image and trademarks.