The Office of Brand Marketing creates, protects and promotes Vanderbilt University’s brand through strategic partnerships and activities that advance the visibility of the university, safeguard the integrity of the brand, and increase trademark licensing revenue to support the mission of the university.
As the administrative office for the university’s trademark portfolio and brand guidelines, the Office of Brand Marketing oversees internal and external trademark use across products, services, and official contracts, while promoting the university through retail and business partnerships that generate royalties for Opportunity Vanderbilt. 100% of licensed merchandise royalties go to Opportunity Vanderbilt, a financial aid program that makes an education at Vanderbilt accessible to all qualified students regardless of their economic circumstances.
The Office of Brand Marketing also supports the university’s branding efforts through market research and analysis that inform strategies across traditional and nontraditional channels to enhance brand recognition locally and nationally. This includes film, video, and photography location requests; external requests for Vanderbilt copyright materials; compliance with trademark standards; and creative and tactical planning to promote the university’s brand to internal and external audiences.
The Office of Brand Marketing lives within the Division of Communications and Marketing.