Abstract:

This research paper develops a multidisciplinary approach to the issue of the brand identity of academic institutions, combining a legal view with an organizational studies perspective. The possibility of using a multidisciplinary perspective (also legal perspective) to the topic of branding allows us to take a new approach. The trademarks protection public data are analyzed as a new tool for branding in Higher Education, and the legal perspective will be integrated with a brand management vision.

The higher education institutions can develop loyalty and enhance credibility by brand management, and implementing an innovative and successful strategy will automatically place them one step ahead in the competition game. The legal protection of name and logo requires a planned strategy, and costly marketing efforts to be profitable. To increase revenues, universities are beginning to behave as entrepreneurs, and to "capitalize" their knowledge and other intangible assets (including, for the most famous institutional players, goodwill so relevant to be considered a real income source). This innovative and consumer-oriented approach to the management of university graphic symbols has been analyzed in organizational studies over the last twenty-five years.

Starting with the Academic Capitalism theory, the dynamics of organizational identity to the dysfunction of organizational narcissism are analyzed. Observations will be drawn, in conclusion, on the "magical thinking" in branding, and in the totemic vision of the distinctive sign. Quali-quantitative trademarks data, from EUIPO and WIPO public databases, and related legal suits will be analyzed. The quantity and type of registered trademarks, the number of protected classes, and the global geographical extension of territorial protection are legal policy choices that reflect the idea of building an academic “all-inclusive” identity (present and active in every territory and in almost every sector of productive activities). In conclusion, a reflection will be made on a trademark totalizing protection, where the sign is protected "per se".

Keywords:

University branding, trademark protection, University Organizational identity, brand legal suits, magical thinking in branding.