Wu, Ying Qi and Cheong, Cecilia Yin Mei (2024) Corporate branding of academic institutions: Semiotic communication of logos and names. Journal of Marketing for Higher Education, 34 (1). pp. 321-343. ISSN 0884-1241, DOI https://doi.org/10.1080/08841241.2021.1989544.
Full text not available from this repository.Abstract
This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities' logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to qualitatively investigate how the institutions' logos and typography of their names are designed and utilized for corporate branding. The analysis shows that both the logos and names are graphically and typographically designed as effective visual elements and semiotic resources with meaning potentials to signify the Chinese universities' brand identity.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Branding; Brand identity; Visual resources; Logo; Name; Chinese universities |
| Subjects: | H Social Sciences > HF Commerce > Business > Business communication L Education > LB Theory and practice of education > LB2300 Higher Education P Language and Literature > P Philology. Linguistics > Communication. Mass media |
| Divisions: | Faculty of Languages and Linguistics |
| Depositing User: | Ms. Juhaida Abd Rahim |
| Date Deposited: | 12 Aug 2024 08:26 |
| Last Modified: | 12 Aug 2024 08:26 |
| URI: | http://eprints.um.edu.my/id/eprint/46108 |
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