CORDIS Project
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This project investigates how universities are developing their brands in response to global competition. It analyzes visual materials and conducts interviews to understand the implications of branding on university identity and mission across various countries.
Universities worldwide are in the midst of a dramatic transformation of their administrative and scholarly goals.
Such reforms are driven by a sense of global competition among universities (over students, faculty, funding and thus prestige) and such increased competition is now requiring universities to set strategic plans.
Complementing strategies for financial solvency, global ranking, and curricula, universities also approach their identity in a strategic manner and increasingly concentrate…
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