Portuguese universities adopt brand-driven communication strategies

Higher education institutions in Portugal are shifting their communication strategies from purely institutional models toward brand-driven approaches. As the market becomes more competitive and international, universities are seeking to establish clear positioning and emotional connections with prospective students to differentiate themselves beyond academic rankings and facilities.

Experts note that because many institutions communicate excellence, excellence alone is no longer a sufficient differentiator. This evolution is visible across various profiles, including the University of Coimbra, the University of Lisbon, Instituto Superior Técnico, and Católica-Lisbon SBE. The trend involves moving away from traditional advertising toward more professionalized digital presence and social media engagement, with the goal of transforming academic institutions into “love brands” that occupy a unique space in the minds of candidates.