ABSTRACT
This chapter presents the results of a research carried out to determine how resources are used by universities to project a brand image, either through their attributes or by means of specific markers, through videos on the Internet. We have studied a total of 240 videos published by six major universities around the world. Our approach, of an exploratory nature, distinguishes the brand or brand attribute features that the universities concerned use in audiovisual communication. The intention is not to discuss the way in which these institutions construct the brand but how and through which strategies they represent it in the videos. We also try to formulate general conclusions that can be extrapolated to the field of corporate communication. From the point of view of corporate management, the implications of this study open up several lines of work in the field of corporate university communication.
