A brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated. Thus, a brand identifies a product and differentiates it from those of competitors. A brand is important because it:

• Protects the integrity of the University.
• Prevents inappropriate uses of UDSM trademarks.
• Makes sure that the University and its constituent Colleges, Schools and Units are presented to the public consistently and coherently.
• Creates a unified, positive and distinct brand for UDSM.
• Communicates effectively the University’s identity, reputation and values.
• Builds and sustains the University of Dar es Salaam image.
• Creates loyalty among staff, students and alumni.
• Promotes customer attraction and loyalty
• Ensures that the University relations with the public are best served by a vigorous brand identity that projects the University’s vision and mission and its outstanding service

Therefore, in order to have an identity which is immediateluy recognizable, standards must be set for the University of Dar es Salaam.

Branding the University of Dar es Salaam is crucial to ensuring the public knows who we are, what we stand for, what is our strength and more importantly what we promise to deliver to and for them.

The University of Dar es Salaam brand is an asset which needs to be protected and promoted.