A picture is worth more than a thousand words : A study of how higher education use an authentic photographic language in branding

Abstract: Many organizations form a visual language to brand and gain a competitive advantage in a competitive marketplace. The institutions of higher education are no exception. However, the conditions and context of branding in higher education are complex. The aim of this study is to explore how higher education uses the characteristics of their photographic language to brand and differentiate from other higher education institutions. The findings of this study rely on interviews with Communication Officers of four different Swedish universities. The analysis of the interviews suggests that there are distinct characteristics of the photographic language that the universities use for differentiation. The Communication Officers also argue that authenticity and inclusion are important aspects of their communication, pointing to the conclusion that all universities adapt to these as similar characteristics. The interviews also indicate that higher education want to differentiate from the visual language of global image banks and that they are all hesitant to mention competition within their context. To develop theories and models for visual branding within the context of higher education is a suggestion for future research, that might come to benefit many university representatives.