Brand Position Statement

The Brand Platform represents Appalachian State University’s foundational values, competitive advantages, and unique traits of excellence. It describes the place Appalachian seeks to own in the marketplace and also identifies our aspirations. The Brand Platform is composed of the Brand Position Statement, Brand Promise, Brand Drivers, and Brand Personality.

The Brand Position Statement serves as the core defining statement for Appalachian State University in the marketplace. It typically remains unchanged over extended periods of time.

Appalachian State University, in North Carolina’s stunning Blue Ridge Mountains, prepares students to lead purposeful lives as global citizens who understand and engage their responsibilities in creating a sustainable future for all. The transformational Appalachian Experience promotes a spirit of inclusion that brings people together in inspiring ways to acquire and create knowledge, to grow holistically, to act with passion and determination, and embrace diversity and difference. Our community inspires students, faculty, and staff to form relationships extending well beyond graduation. Appalachian students are not merely educated, but transformed – through challenging, experiential academics and co-curricular activities that teach them how to think critically, communicate effectively, make local to global connections, and understand the responsibilities of community engagement. This transformational learning experience – offered at a competitive tuition rate – prepares our students to be leaders in their communities and in their professions who exhibit knowledge, compassion, dedication, humility and dignity.

As one of 16 universities in the University of North Carolina System, Appalachian enrolls about 20,000 students, has a low faculty-to-student ratio and offers more than 150 undergraduate and graduate majors.

University Communications

Promoting the strategic initiatives and special character of Appalachian State University.

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• Communications Planning
• Critical Communications
• Publications and Graphic Design
• Photography, Video and Podcasts
• Mobile Apps
• Audio/Visual Setup
• Media Coverage
• Web Design / Redesign
• Writing and Editing
• Social Media
• Signage
• Event Promotion
• Paid Advertising


Licensing products

Through the licensing program, Appalachian State protects and enhances its reputation by ensuring that only licensed and approved products displaying University trademarks appear before the public. Additionally, the program enables the institution to share in the benefits derived from the commercial use of these trademarks.

For more information, please visit the Office of Trademarks & Licensing.