For years, communicating a university meant showing courses, professors, and facilities. This was the traditional approach of higher education institutions. However, according to the article, this way of communicating is no longer sufficient in the current context.
Universities are now moving closer to the logic of commercial brands. This means they are adopting communication strategies more similar to those used by private sector companies, seeking clear positioning and differentiation from the competition.
This change is occurring in a more competitive, international, and fragmented market. Institutions face greater pressure to stand out and attract students who have not yet decided where they will study.
As a result, universities now seek to build emotional relationships with potential students, aiming to increase their visibility and create deeper connections with their target audience.
