Branding is a strategy that many universities have adopted to enhance their competitive position in the marketplace. In this article the author explores the important role that the visual image of the campus can play in any branding strategy. He suggests a variety of measures that can be taken to enhance the visual quality of the institution and indicates which can be most effectively used on various types of campuses as part of an effort to strengthen the university’s brand. He also identifies elements of analytical data needed to inform the decision-making process.
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