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1 results

  • 3 - The Public Higher Education Brand

  • from Part I - Are Academic Brands Distinctive?
  • Edited by Mario Biagioli, University of California, Los Angeles, Madhavi Sunder
  • Book:
    Academic Brands
    Published online:
    22 July 2022
    Print publication:
    21 July 2022, pp 46-66
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  • Summary

    Higher education misunderstands branding. Fears that embracing branding leads to commodification show the problem. When higher education institutions strive to meet ranking systems’ metrics, they take the path to commodification and cede power to outsiders. Branding, however, does not force such an outcome. Instead, applying the logic of branding to the realities of higher education today opens a way, especially for public institutions and systems, to define their purpose. This change can free schools from traps set by following systems that quantify education in the hope that it can be analyzed in economic terms. This chapter explains problems with ranking systems and examines California’s approach to higher education as a template for a broader understanding of education.