ABSTRACT The project aimed at proposing policy for corporate identity and image management of the University of Professional Studies.The scope of the project covered policy on corporate visual identity, communication, corporate behaviour and culture. An image audit was conducted to ascertain the perception of the internal and external audiences concerning the image of the University. Top management of UPSA was interviewed for their view on the identity of the institution. Experts in the field of Public Relation and Advertising were also interviewed for expert knowledge. Both primary and secondary data were used for the project. The articles reviewed on the topic and the documents of other institutions consulted provided secondary data. The interviews constituted the primary data. The articles reviewed and the interviews revealed that visual identity and communication, corporate culture and behaviour as well as competitive market conditions are the core elements of corporate identity.This led the researcher to propose policies for all the core elements for the corporate identity and image management of the University of Professional studies. The project is expected to enable the University to manage its image and identity in a standardized and consistent manner. It is also expected to give more insight into corporate identity and image management to enable both scholars and practitioners pay more attention to all core elements of corporate identity for better understanding of the concept and design programmes and policies for competitive advantage.
