<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752025000305001</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.48(2025).6304</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Architecture and Branding: Heritage as an Element of Corporate Identity in Universities]]></article-title>
<article-title xml:lang="pt"><![CDATA[Arquitetura e Branding: O Património Como Elemento da Identidade Corporativa nas Universidades]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Urquía Uriaguereca]]></surname>
<given-names><![CDATA[Íñigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Francisco de Vitoria Facultad de Comunicación ]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>48</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752025000305001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752025000305001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752025000305001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study examines the role of architecture in shaping the corporate identity of universities designated as &#8220;UNESCO World Heritage Sites&#8221;. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official videos, to reinforce their image and values. To this end, a qualitative methodology is employed, based on audiovisual discourse analysis, adopting the heritage quotient model, which allows for the examination of five key dimensions of heritage brands: trajectory, longevity, values, symbols, and history as identity. The analysis of institutional videos from the University of Coimbra, the National Autonomous University of Mexico, and the University of Alcalá confirms that architecture is not merely a functional space but also a symbolic resource that conveys prestige, continuity, and institutional legitimacy. It is observed that the prominent architectural spaces featured in institutional videos serve as key elements in the construction of university identity and their heritage branding strategy. Ultimately, the research concludes that architecture is a strategic asset in the institutional communication of heritage universities.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente estudo analisa o papel da arquitetura na construção da identidade corporativa de universidades classificadas como &#8220;Património Mundial da Unesco&#8221;. Pretende-se compreender de que forma estas instituições integram o seu património arquitetónico na comunicação institucional, em particular através dos seus vídeos oficiais, visando reforçar a sua imagem e valores. Para tal, recorre-se a uma abordagem qualitativa, baseada na análise do discurso audiovisual, utilizando o modelo do quociente patrimonial, que permite explorar cinco dimensões fundamentais das marcas patrimoniais: trajetória, longevidade, valores, símbolos e história como identidade. A análise dos vídeos institucionais da Universidade de Coimbra, da Universidade Nacional Autónoma do México e da Universidade de Alcalá demonstra que a arquitetura funciona não apenas como espaço funcional, mas também como recurso simbólico, transmitindo prestígio, continuidade e legitimidade institucional. Verifica-se que os espaços arquitetónicos destacados nesses vídeos desempenham um papel central na construção da identidade universitária e na respetiva estratégia de branding patrimonial. Em suma, conclui-se que a arquitetura constitui um ativo estratégico na comunicação institucional das universidades patrimoniais.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[architecture]]></kwd>
<kwd lng="en"><![CDATA[university]]></kwd>
<kwd lng="en"><![CDATA[corporate identity]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
<kwd lng="en"><![CDATA[institutional communication]]></kwd>
<kwd lng="pt"><![CDATA[arquitetura]]></kwd>
<kwd lng="pt"><![CDATA[universidade]]></kwd>
<kwd lng="pt"><![CDATA[identidade corporativa]]></kwd>
<kwd lng="pt"><![CDATA[branding]]></kwd>
<kwd lng="pt"><![CDATA[comunicação institucional]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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