ABSTRACT
The contemporary university owes its origins to medieval universities that began in the fourteenth century. It is from this tradition that current university practices originate, namely the university as guild, shared governance, sabbatical leave, and mentoring of students. However, in recent years, universities have modified somewhat each of these practices as they have begun to reconceive themselves as businesses. Consistent with this development, they have embraced marketing and branding. Most universities search for a niche in the market – some quality that will make their brand stand out. This emphasis on branding has had an effect on the overall ethos of the university, specifically relating to an emphasis on growth; on regarding their students as customers; and on how the university relates to its external environment. Can the university maintain its medieval tradition, while ensuring its survival by embracing branding and other elements of the business model? The jury is still out, but what is clear is that branding will remain an essential component of a university’s strategy.
