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Academic Brands
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Book description

The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.

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Contents

Full book PDF
  • Academic Brands
    pp i-ii
  • Academic Brands - Title page
    pp iii-iii
  • Distinction in Global Higher Education
  • Copyright page
    pp iv-iv
  • Contents
    pp v-vi
  • Figures
    pp vii-viii
  • Contributors
    pp ix-xii
  • Preface
    pp xiii-xiv
  • Part I - Are Academic Brands Distinctive?
    pp 1-66
  • 1 - Distinctive Excellence
    pp 3-26
  • The Unusual Roots and Global Reach of Academic Brands
  • 2 - One of a Kind Like You
    pp 27-45
  • The University as a Personalized Generic
  • 3 - The Public Higher Education Brand
    pp 46-66
  • Part II - Local and Global Dimensions
    pp 67-124
  • 4 - Academic Brands and Online Education
    pp 69-85
  • 5 - University Brands as Geographical Indications
    pp 86-102
  • 6 - Elite Universities as Luxury Brands
    pp 103-124
  • Part III - Conflicted Interests, Haunting Associations
    pp 125-126
  • 7 - Academic Branding and Cognitive Dissonance
    pp 127-149
  • 8 - A Captive Audience
    pp 150-159
  • Corporate Propaganda on the American College Campus
  • 9 - When Brands Go Bad
    pp 160-219
  • The Rise and Fall, and Re-Rise and Re-Fall, of Isaac Royall, Jr.
  • 10 - Epilogue
    pp 220-232
  • The Aesthetic University

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