What is branding?

The University's brand

The University's brand project has created the following definition of the University of Sydney brand:

Our brand encapsulates our image and reputation. It combines the visual, emotional, rational, and cultural qualities associated with the University. In simple terms, it's the way we uniquely position our University in the marketplace. The brand is also represented by written, visual and spoken messaging through the graphic design, editorial content, colours, logos, and images we use.

Read more about the University of Sydney brand.

What is a brand?

According to Wikipedia, a brand is "a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service."

Read the whole Wikipedia brand entry.