What Is Brand Marketing?

Brand marketing is the process of managing media and communications of an organization so a clear and consistent personality is established in the minds of the organization’s constituents.

In higher education, a brand is an institution’s valued promise that identifies it as distinct from other institutions. It is a promise or “trust mark” for what the institution represents. It is a consistent and accurate means to present the university to its constituents -- students, parents, faculty, staff, alumni, donors, the public and opinion leaders. In short, it is the most concise expression of our core values.