Reputation management or branding, has become increasingly important for universities in the last decades. This is partly reflecting increasing social embeddedness and the global pressure toward increasing formalization and rationalization of the universities. Accordingly, the book tries to answer the following questions: What is typical for the reputation management of the universities, as reflected by their websites? What are the core symbols—related to their performance record, professional qualities, moral features and procedural features—balanced and changing over time? How is social embeddedness reflected in the institutionalization in universities over time of diverse organizational features, exemplified by the emergence of development offices, diversity units and legal units? What explains differences between universities with respect to reputation management and the institutionalization of new organizational units?