Guest Editors' Introduction: Strategies of Building and Managing Higher Education Brands

摘要

Universities have always used visual means to represent themselves. The use of heraldic crests, seals, coats of arms, and mottos goes back to the earliest universities in eleventh- and twelfth-century Europe. Such insignia were primarily intended to define and classify the universities as communities of scholars in pursuit of enlightened truth and scientific knowledge. They were identity markers that signaled membership in the exclusive category of universities. Reputation was always important for the existence of universities and to the endurance of the institution of higher education, but how one university differed from another was of less significance.