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Branding the university

Branding of universities

Image and identity of universities are connected and this appears clear when looking at their web sites. Why do universities hide their medieval seal from the home page as soon as they develop into “organizations”? Is their internal governance connected to their image? Why do ancient buildings disappear from websites? And how is it that mission and vision statements all of sudden appear in websites?

Methods: international comparative home-page analysis (25 countries, 1200 Universities) & case studies

Products: book chapter, four EGOS presentations, speeches at Ca’Foscari U., SCANCOR-Stanford, Uppsala U., Speyer U., Mannheim U.

Partners: Gili Drori (Hebrew U.), Achim Oberg (Mannheim U.)