An Examination of Brand Identity Through Educational Tie-Ins in Innovation District Cities

Abstract

In innovation districts, educational institutions and business firms strongly influence social and economic trends while creating a fertile space for creativity and innovation to flourish. Using a content analysis of university websites, this research examines university tie-in efforts to their respective innovation districts via branding and marketing strategies employed and the choices of social media platforms utilized. Research results will assist universities in shaping curriculum and in improving university and innovation district interactions and relations.