Strategic Identity and the Branding of Law Schools
6 Pages Posted: 23 Sep 2010
Date Written: January 6, 2005
A law school’s strategic identity goes to the core of a school's reputation because the identity defines the image that the school’s various contingencies have in mind when they think of the school. Every institution has a reputation. Absent an ongoing plan to build that reputation, a school has little opportunity to shape that reputation and identity. By adopting a strategic identity plan, the school has the potential to shape its identity and improve its reputation. Building that image — “building the brand” — follows the choice of the strategic identity that the school wants to create. Since every school has a reputation, the absence of a strategic identity plan will result in other forces defining the reputation of the school.
Keywords: Law School, legal education, brands, centers, education
JEL Classification: K, L2, L3
Suggested Citation: Suggested Citation