Brand Management

Tech Tower from above

One of Georgia Tech’s most valuable assets is its brand image, and the Communications & Marketing area has primary responsibility for developing and managing the Institute’s brand image. We conduct periodic market research to monitor Georgia Tech’s position compared to its peers and to measure perceptions across various stakeholder audiences. With this knowledge, we develop positioning and messaging strategies that are then incorporated into Institute-level communications. In addition, we partner with each college and campus unit to develop messaging that differentiates them from their respective peers, while at the same time reinforcing the overall Georgia Tech brand strategy.