It seems difficult to have a discussion about anything in a university or college today that does not involve branding: "what does this say about our brand?", "how is our brand perceived?", "what are our brand values?", and "are we living the brand?" (according to the American Marketing Association, this means "aligning actions with your Brand Promise"). What is branding? A marketing textbook answer would be that a brand is "a specific name, symbol or design--or some combination of these--which is used to distinguish a particular seller's product" (Doyle 2001: 166). This paper discusses the three elements of the successful brand--product, identity, and values--and considers them in the context of higher education.