A school brand is any type of term, mark or insignia, which distinguishes one school from another.
History
While branding dates to 1100 BCE in the Vedic Period, school branding is a relatively new concept. Many universities and colleges operate in a business-like market where students are considered as customers and other schools are treated as competition. To compete, schools develop and market a brand that differentiates it from other schools vying for students and funding.
School branding surfaced in the early 1800s when a few sororities and fraternities literally branded their pledges. Schools began widely adopting branding in the early 2000s. There was a rise of for-profit and online universities, which were aggressively marketing in corporate style. At the same time, schools had to compete harder for government funding and private endowments.
Present situation
In today’s world, school branding plays a crucial role in identifying a school’s unique competitive advantage. Schools may use brand archetypes to craft emotional messages. For example, a school that places a high
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Source: Wikipedia
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