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The ODU Brand:Brand Architecture

The brand architecture is the structure for managing how Old Dominion University and its various divisions and units represent themselves in the market.

Core Brand – Old Dominion University

Administrative offices are encompassed by the ODU core brand, including:

Office of the President

  • Executive Secretary of the BOV
  • Governmental Relations
  • Institutional Equity & Diversity
  • Intercollegiate Athletics

Chief Operating Officer

  • General Counsel
  • Marketing & Communications
  • President's Office
  • University Auditor
  • University Police Department

Office of Academic Affairs

  • Academic Enhancement
    • Advising & Transfer Programs
    • Experiential Learning and Testing
    • Student Support Services
    • Writing Center/Academic Skills
    • Upward Bound
  • Academic Services
  • Distance Learning
    • Academic Technology Services
    • Center for Learning and Teaching
  • Graduate Studies
  • Higher Education Centers
  • Honors College
  • Institutional Research and Assessment
  • International Programs
  • University Libraries

Office of Administration & Finance

  • Auxiliary Services
    • Card Center
    • Dining Services
    • Parking and Transportation Services
    • Webb University Center
  • Budget Office
  • Business Gateway
  • Computing & Communications Services
  • Construction and Procurement Services
  • Economic Development
  • Environmental Health & Safety
  • Facilities Management
  • Finance
  • Real Estate Foundation
  • Real Estate & Space Management
  • Risk Management

Office of University Advancement

  • Alumni Relations
  • Athletic Foundation
  • Athletic Fundraising
  • Community Development Corporation
  • Community Engagement
  • Community Relations
  • Corporate & Foundation Relations
  • Dominion Fund
  • Donor Relations & Stewardship
  • Educational Foundation
  • Major Gifts
  • Military Activities
  • Planned Giving
  • Prospect Research & Management
  • University Events
  • University Licensing

Office of Human Resources

  • Benefits
  • Compensation
  • Employee Relations
  • HR Information Systems
  • Organization Development
  • Recruitment/HR Operations
  • Training & Development

Office of Research

  • Animal Facility
  • Bioelectrics
  • Federal & Industrial Liaison
  • Licensing & Patents
  • ODURF Coordination
  • Orchid Conservatory
  • Research Compliance
  • Research Development
  • Virginia Coastal Energy Research Consortium (VCERC)
  • Virginia Modeling, Analysis & Simulation Center (VMASC)

Office of Student Engagement & Enrollment Services

  • Admissions
  • Career Management Center
  • Center for Major Exploration
  • Counseling Services
  • Divisional IT Support, Assessment/Planning & Budget Management
  • Educational Accessibility
  • Enrollment Management
  • Financial Aid
  • Housing & Residence Life
  • Intercultural Relations/International Student Programming
  • International Admissions
  • New Student & Parent Programs/Preview
  • Recreation & Wellness
  • Registrar's Office
  • Student Activities & Leadership
  • Student Conduct & Academic Integrity
  • Student Engagement
  • Student Health Services
  • Student Ombudsperson Services
  • Women's Center

Brand Extensions

These major, high-profile divisions of the core brand are integral components of the Old Dominion University brand and directly support its mission.

  • College of Arts and Letters
  • College of Business and Public Administration
  • Darden College of Education
  • Frank Batten College of Engineering and Technology
  • College of Health Sciences
  • College of Sciences
  • Distance Learning
  • Regional higher education centers (Peninsula, Virginia Beach, Tri-Cities)
  • Business Gateway

Sub-Brands

Having distinctive personalities and missions, sub-brands are prominently linked to the core brand while requiring differentiation because they provide significantly distinctive services.

  • Alumni Association
  • Athletics
  • ODU Foundations

Independent Brands

These brands represent a complete departure from the core brand, establishing independent identities that clearly articulate their distinct relationship to Old Dominion University.

  • University Village
  • University Bookstore
  • Virginia Modeling, Analysis and Simulation Center (VMASC)
  • Virginia Coastal Energy Research Consortium (VCERC)
  • Virginia Tidewater Consortium for Higher Education
  • Virginia Space Grant Consortium -- MARS (Spaceport)
  • Frank Reidy Research Center for Bioelectrics
  • Innovation Research Park @ ODU
  • Jefferson Laboratory