Education Commons^™

Implications Of Branding Initiatives In Higher Education Among Trademarked Institutions In California, Joy Victoria Lamboy

Doctoral Dissertations

Many educational institutions across the world create an image to attract students; this process is called branding. Branding began as a channel of choice for consumers and has grown to include what an organziation respresents in worth and values. Corporations commonly implement branding initiatives through trademark-licensing programs due to competition and infringements that mocked their services or marks. Specifically, corporations across the world wanted to be unique from others that might have similar offerings. Likewise, many college institutions such as Harvard, University of California Los Angeles, and the University of Southern California have branded their identity through the use of …