A brand can be thought of as a promise that an organization makes about its products and services to its potential customers. It is the embodiment of tangible features and benefits as well as intangible emotions and perceptions associated with an organization. It is more than a logo or an advertising campaign, both of which,however, can help to give life to the underlying brand.
Below are some good links to explore to understand a bit more about branding and marketing and specifically, its importance in the higher education landscape.
Chronicle article about branding and liberal arts colleges
Research by Ologie into “Generation Z”
Blog about branding in higher education
Article with college presidents discussing branding