Developing Corporate Image in Higher Education Sector

This book analyses the strategic intent behind the University of the East Anglia's corporate identity program by using the one corporate identity model and corporate visual identity. As branding has become a very instrumental way for organizations to communicate to the customers in a very competitive business environment. This means of communication has got very much strategic importance to create values and differentiation for organizations in the long run. The purpose of this study is to provide better understanding of how corporate visual identity is developed in organizations particularly in higher education sector. This book has been designed for professionals, students, practitioners and researchers in the field of Corporate Communications. We hope that the concepts and ideas presented in this book will stimulate further research in this field.