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Academic Brands: Distinction in Global Higher Education (eBook)

Edited by: Mario Biagioli, Madhavi Sunder

ISBN13: 9781108898195
Published: July 2022
Publisher: Cambridge University Press
Country of Publication: UK
Format: eBook (ePub)
Price: £85.00
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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.

Subjects:
Intellectual Property Law, eBooks
Contents:
Prologue
Mario Biagioli and Madhavi Sunder
Part I. Are Academic Brands Distinctive:
1. Distinctive Excellence
Mario Biagioli
2. One of a kind like you: The university as a personalized generic
Celia Lury
3. The public higher education brand
Deven Desai
Part II. Local and Global Dimensions:
4. Academic brands and online education
Paul Berman
5. University brands as Geographical indications
Jeremy Sheff
6. Elite universities as luxury brands
Haochen Sun
Part III. Conflicted Interests, Haunting Associations:
7. Academic branding and cognitive dissonance
Mark Bartholomew
8. A captive audience: Corporate propaganda on the American college campus
Joshua Hunt
9. When brands go bad: The rise and fall, and Re-Rise and Re-Fall, of Isaac royall, Jr.
Janet Halley
Epilogue: The Aesthetic university
Madhavi Sunder