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ERIC Number: EJ987252
Record Type: Journal
Publication Date: 2012-Oct
Pages: 4
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Embracing Change
Lehmusto, Kirsti
CURRENTS, v38 n8 p24-27 Oct 2012
Most universities face similar challenges, so it is with good reason that universities often look to peer institutions to benchmark their branding efforts. Whether across town or around the world, other institutions' brands can inspire ideas. But why not go further? What could universities learn about branding from companies and brands such as Apple, "Vogue" magazine, NBC television, Harrods, Hachette Livre, or Could universities use a similar design process? What customer-experience and event-marketing best practices could universities borrow from restaurants, music festivals, and department stores? These are ideas which inspired the University of Helsinki's rebranding in 2009, particularly in terms of renewing its visual identity and considering new ways to interact with the public.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Finland (Helsinki)