A brand is not just a logo, a slogan, a color, and a promotional message. Branding is the feeling candidates get when they visit the campus, the way students get treated by academic and administrative staff, the handshake faculty members give colleagues, the identification of alumni, and dedication of supporters, donors, and partners. The brand is expressed in every word, image, and gesture. A strong brand enjoys loyalty and reputation and creates a strong foundation for its stakeholders.
