Architecture and Branding: Heritage as an Element of Corporate Identity in Universities

Architecture and Branding: Heritage as an Element of Corporate Identity in Universities

This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official video...

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書誌詳細
出版年:URI:https://journals.openedition.org/cs,
第一著者: Uriaguereca, Íñigo Urquía
フォーマット: Article ou chapitre numérique
言語:Anglais
出版事項: Comunicação e sociedade 2026
主題:
comunicação institucional
arquitetura
universidade
identidade corporativa
branding
institutional communication
architecture
university
corporate identity
オンライン･アクセス:Accès Université d'Orléans et IFPM
id openedition-oai:revues.org:cs_16593
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spelling openedition-oai:revues.org:cs_16593 en https://journals.openedition.org/cs/16593 2026-01-07T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/15gsr https://creativecommons.org/licenses/by/4.0/ Architecture and Branding: Heritage as an Element of Corporate Identity in Universities Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Uriaguereca, Íñigo Urquía comunicação institucional arquitetura universidade identidade corporativa branding institutional communication architecture university corporate identity branding This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official videos, to reinforce their image and values. To this end, a qualitative methodology is employed, based on audiovisual discourse analysis, adopting the heritage quotient model, which allows for the examination of five key dimensions of heritage brands: trajectory, longevity, values, symbols, and history as identity.The analysis of institutional videos from the University of Coimbra, the National Autonomous University of Mexico, and the University of Alcalá confirms that architecture is not merely a functional space but also a symbolic resource that conveys prestige, continuity, and institutional legitimacy. It is observed that the prominent architectural spaces featured in institutional videos serve as key elements in the construction of university identity and their heritage branding strategy. Ultimately, the research concludes that architecture is a strategic asset in the institutional communication of heritage universities. O presente estudo analisa o papel da arquitetura na construção da identidade corporativa de universidades classificadas como “Património Mundial da Unesco”. Pretende-se compreender de que forma estas instituições integram o seu património arquitetónico na comunicação institucional, em particular através dos seus vídeos oficiais, visando reforçar a sua imagem e valores. Para tal, recorre-se a uma abordagem qualitativa, baseada na análise do discurso audiovisual, utilizando o modelo do quociente patrimonial, que permite explorar cinco dimensões fundamentais das marcas patrimoniais: trajetória, longevidade, valores, símbolos e história como identidade.A análise dos vídeos institucionais da Universidade de Coimbra, da Universidade Nacional Autónoma do México e da Universidade de Alcalá demonstra que a arquitetura funciona não apenas como espaço funcional, mas também como recurso simbólico, transmitindo prestígio, continuidade e legitimidade institucional. Verifica-se que os espaços arquitetónicos destacados nesses vídeos desempenham um papel central na construção da identidade universitária e na respetiva estratégia de branding patrimonial. Em suma, conclui-se que a arquitetura constitui um ativo estratégico na comunicação institucional das universidades patrimoniais.
collection OpenEdition Journal
language Anglais
format Article ou chapitre numérique
building 0/Bibliothèque numérique/
1/Bibliothèque numérique/OpenEdition Journals/
topic comunicação institucional
arquitetura
universidade
identidade corporativa
branding
institutional communication
architecture
university
corporate identity
branding
spellingShingle comunicação institucional
arquitetura
universidade
identidade corporativa
branding
institutional communication
architecture
university
corporate identity
branding
Uriaguereca, Íñigo Urquía
Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
description This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official videos, to reinforce their image and values. To this end, a qualitative methodology is employed, based on audiovisual discourse analysis, adopting the heritage quotient model, which allows for the examination of five key dimensions of heritage brands: trajectory, longevity, values, symbols, and history as identity.The analysis of institutional videos from the University of Coimbra, the National Autonomous University of Mexico, and the University of Alcalá confirms that architecture is not merely a functional space but also a symbolic resource that conveys prestige, continuity, and institutional legitimacy. It is observed that the prominent architectural spaces featured in institutional videos serve as key elements in the construction of university identity and their heritage branding strategy. Ultimately, the research concludes that architecture is a strategic asset in the institutional communication of heritage universities.
author Uriaguereca, Íñigo Urquía
author_facet Uriaguereca, Íñigo Urquía
author_sort Uriaguereca, Íñigo Urquía
title Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
title_short Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
title_full Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
title_fullStr Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
title_full_unstemmed Architecture and Branding: Heritage as an Element of Corporate Identity in Universities
title_sort architecture and branding: heritage as an element of corporate identity in universities
publisher Comunicação e sociedade
publishDate 2026
container_title URI:https://journals.openedition.org/cs
url https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/16593
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