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# Standing and branding
- URL: https://www.lorcandempsey.net/standing-and-branding/
- Published: 2005-08-13T20:54:26.000Z
- Updated: 2020-10-28T21:04:36.000Z
- Author: Lorcan Dempsey
- Tags: UX

[![ucl.png](https://www.lorcandempsey.net/content/images/wordpress/lorcan/ucl.png)](https://www.ucl.ac.uk/?ref=lorcandempsey.net)In an article in the current [Wilson Quarterly](https://wwics.si.edu/index.cfm?fuseaction=wq.welcome&ref=lorcandempsey.net) the author refers to *London’s University College*. This formulation is perhaps a symptom of the branding problem that [University College London](https://www.ucl.ac.uk/?ref=lorcandempsey.net) faces and is trying to overcome. The topic is [discussed](https://education.guardian.co.uk/higher/columnist/story/0,9826,1538214,00.html?ref=lorcandempsey.net) by John Sutherland in the Guardian. And it is interesting to see UCL badge itself London’s Global University on its newly presented web page.  
There is also an interesting [article](https://www.nytimes.com/2005/08/11/education/11names.html?incamp=article%5Fpopular&ref=lorcandempsey.net) in the NYT talking about the competetiveness of higher education in the US and noting how branding changes have improved the situation for some colleges (*To woo Students, colleges choose names that sell*, Aug 11). It dwells on current initiatives at the New School University to be known as The New School.  
[![newschool.png](https://www.lorcandempsey.net/content/images/wordpress/lorcan/newschool.png)](https://www.newschool.edu/?ref=lorcandempsey.net)  
The interesting thing is that these intiatives do seem to improve things. The NYT article reports how name changes improved the image of several institutions. I remember reading a while ago how the rebranding exercise at the University of Sussex was also seen to improve application rates (I cannot track down where I saw this).  
It seems clear that branding has an influence on standing.  
Related entries:

- [Reputation management](https://blog.oclc.org/lorcand/archives/000681.html?ref=lorcandempsey.net)
- [The University of Sunderland’s web presence](https://blog.oclc.org/lorcand/archives/000644.html?ref=lorcandempsey.net)
- [Cornell brand](https://blog.oclc.org/lorcand/archives/000473.html?ref=lorcandempsey.net)