Organizational Communication Commons^™

The Ever-Evolving Brand Of The Land-Grant Institution: A Historical Overview, Audrey E. H. King, M. Craig Edwards

Journal of Applied Communications

A brand is a multifaceted system of management choices and consumer responses that distinguishes products, goods, services, or ideas and creates awareness and meaning. In a highly competitive environment, the importance of the branding of universities is continually increasing. Land-Grant Institutions (LGIs) have a long and storied history of serving the public, who may have little awareness of the institutions’ overall missions or importance. This inquiry sought to describe the brand and branding of LGIs over time. The Morrill Act of 1862 established LGIs and their brand as schools of higher learning for the common people. The LGI and its …