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

Íñigo Urquía Uriaguereca

doi:10.17231/comsoc.48(2025).6304

Authors

Íñigo Urquía Uriaguereca Facultad de Comunicación, Universidad Francisco de Vitoria, Madrid, Spain

DOI:

https://doi.org/10.17231/comsoc.48(2025).6304

Keywords:

architecture, university, corporate identity, branding, institutional communication

Abstract

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.

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Author Biography

Íñigo Urquía Uriaguereca, Facultad de Comunicación, Universidad Francisco de Vitoria, Madrid, Spain

Íñigo Urquía Uriaguereca has a PhD in Communication Sciences from the Complutense University of Madrid. He is professor of Creativity and Humanities at the School of Communication of the Francisco de Vitoria University (Spain). He conducts his research at the same institution, where he is a member of the research group Imagination and Possible Worlds. His primary research interests include brand and organizational communication, as well as the philosophy of communication.

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