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Frontiers in Educational Research, 2020, 3(7); doi: 10.25236/FER.2020.030707.

Research on Brand Strategy of the German Exellenz-Universities: Three Emblems as an Example


Du Weihua1, Liu Yehui2

Corresponding Author:
Du Weihua

1 Faculty of Western Languages, Guangdong University of Foreign Studies, Guangzhou 510420, China
2 School of Laws, Renmin Univiersity, Beijing 100872, China


University emblem belongs to university's external image logo, with rich symbolic meaning, so it plays an important role in the present university brand strategy and brand recognition. The university emblems explain the unique history and tradition, are very important concepts in the pursuit of the Universities, which is an important part of university culture, which can embody the idea of universities, university characteristics, university types and cultural connotation. In this paper, the author selects three German Exellenz-Uuniversities as an example to research the differant types of university emblem, and their meanings and changes, to explore the brand strategy of the Exellenz-Uuniversities in Germany.


Germany, University emblem, Exellenz-universities, Brand strategy

Cite This Paper

Du Weihua, Liu Yehui. Research on Brand Strategy of the German Exellenz-Universities: Three Emblems as an Example. Frontiers in Educational Research (2020) Vol. 3 Issue 7: 24-26. https://doi.org/10.25236/FER.2020.030707.


[1] Du Weihua (2013). Die Universität Berlin als Modell und seine Einflüsse in China von 1902 bis 1952[M]. PL Academic Research.
[2] HU Berlin (2019). Short History [EB/OL]. http://zope.hu-berlin.de/ueberblick-en/history/huben_html.