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07/05/2009 - par Mark Tungate

Branding, it seems, is important in every sphere of life – even education. A student of mine at Parsons Paris School of Design is working on a thesis about how to rebrand his own school. It's interesting to note that the original Parsons is based in New York, so the Paris branch is a brand extension. Take the funky credentials of the New York school and add the timeless brand values of Paris, and you've got an interesting marketing package on your hands.

This column comes to you from Pamplona, where this morning I will deliver the second of two lectures about the history of advertising at the University of Navarra. The university's communications faculty is currently celebrating its 50th anniversary with a whole programme of events. But it is also doing some neat branding: there's a coffee table book about its history and a nice silver pin that reads F50COM. Yesterday, just before my lecture, the school's dean – the charming Monica – presented me with a T-shirt bearing the same logo. Next week at the gym I will be a mobile branding device.

And last night I had a conversation with the school's head of admissions, Juan, who has various representatives around the world. Apparently, his colleague in El Salvador has created University of Navarra bumper stickers. Consequently, it has become very cool there to say you have a kid at the University of Navarra. You can say what you like about branding, but you have to admit that it works.

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