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Universities in the 21st century feel the need, more than ever, to brand themselves and to assert their identity in the area of higher education, be this in the realm of their national context or on the international arena. A crucial element of the effort for branding resides in selecting or adopting a name which can single out a particular university and help it assess its unique features. The paper aims to highlight the main types of names used in labelling universities, contributing thus to studies dedicated to...