Strategic Identity and the Branding of Law Schools

6 Pages Posted: 23 Sep 2010

See all articles by Jon Garon

Jon Garon

Shepard Broad College of Law

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

Garon, Jon M., Strategic Identity and the Branding of Law Schools (January 6, 2005). Available at SSRN: or

Jon M. Garon (Contact Author)

Shepard Broad College of Law ( email )

3301 College Avenue
Ft. Lauderdale, FL 33314
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Abstract Views
PlumX Metrics