The role of corporate identity in the higher education sector A case study

Purpose - This paper analyses the strategic intent behind the University of Warwick's corporate identity (CI) programme by using the four components of the corporate identity model developed by Melewar and Jenkins. Design/methodology/approach - Information gathered from the interview with Ian Rowley, Director of Communication at the University of Warwick, is presented in support of the arguments. In addition, the paper refers to two further documents: "University of Warwick: Reputation Audit" and "The Corporate Identity Guide". Findings - Warwick's new CI is the reflection of the new management strategy which is the move from a decentralised towards a more centralised management style. In this respect the changes at Warwick represent not a one-dimensional perspective to CI but rather the first step of an evolving CI programme. Originality/value - Application of the Melewar and Jenkins identity model in the context of a higher education sector.