Academic Visual Identity (AVI): an act of symbolic leadership

Trent Masiki

Journal of Marketing for Higher Education, 2011, vol. 21, issue 1, 85-105

Abstract: Extensive scholarship exists on both symbolic leadership and corporate visual identity (CVI), yet little scholarly attention has been focused on the intersection of these two bodies of knowledge. In the field of education, that intersection is known as academic visual identity (AVI). The purpose of this article is to demonstrate that AVI development, evaluation, management, and change are essential components of effective symbolic leadership, especially as it is practiced in schools, colleges, and universities. This paper provides an overview of the history, theories, and practices of symbolic leadership in both higher education and the corporate sector. It links those theories and practices to mutually relevant concepts and models in the fields of AVI and CVI. This study is designed for administrators, faculty, staff, students, scholars, and marketing and public relations professionals who are concerned with AVI. This paper raises awareness of the cultural, organizational, technical, and leadership challenges involved in effectively developing, evaluating, managing, and changing AVI.

Date: 2011
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DOI: 10.1080/08841241.2011.569591

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