Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities--one from each of the HE "mission groups." The evidence indicated that, contrary to existing published presumptions, there is considerable potential for the application of branding in HE, but in differing and nuanced ways. Clear branding themes emerged across the cases such as environment, experiences, aspiration, and global positioning. While these enabled the universities to position their brands with distinction, the overriding method used across the cases--and the key point of differentiation--proved to be the presence of a core brand promise.