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Combining Photographs with Slogans to Promote Organizational Image

Brand value, brand demeanor, and brand drivers are three of the latest concepts under the same umbrella that institutions of higher education have borrowed from commercial advertising, marketing and communication models. They form the face of an institution in the public eye. Slogans and photographs are intended to create a cognitive link that resonates in a positive manner with an intended audience.

This pilot study asked creative directors, photographers and marketing specialists at universities in the U.S. (with special attention to Colleges of Agriculture and Extension systems) about their use of photographs to extend the meaning of the institutional slogan.

A brief description of the project and the e-mail survey was sent those known to have played a major role in developing guidelines at their institutions. The e-mail survey was also sent to members of ACE’s photography special interest group (SIG).

Questions asked about the university/college/unit brand slogan, photograph databases and guidelines for photograph usage (either from the image database or in general) such as size, content, placement on page, and if there is a separate image database related to the brand slogan.

Results from this survey will be discussed, as well as potential for future research.


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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Agriculture Extension grant no. 2020-41595-30123 from the USDA National Institute of Food and Agriculture and membership funding. Any opinions, findings, conclusions, or recommendations expressed in the content are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. For more information, please visit You can view the terms of useat

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