THE BRAND: ONE OF THE UNIVERSITY’S MOST VALUABLE ASSET

In today’s higher education landscape, college and university leaders may wellconsider principles of brand management to assure their positions vis-à-vis their competitors.Although considerable differences between higher education and product brands exist, there aresufficient similarities to warrant a foray into issues of brand management. Higher educationleaders may derive guidance to manage effectively what may be the most important intangible asseta college or university owns–its long-term image and bundle of core meaning. In this paper we discuss issues related to brand management and strategies for re-brandingin higher education, with a case study at 1 Decembrie 1918 University of Alba Iulia.