Academic Brands - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Academic Brands write by Mario Biagioli. This book was released on 2022-07-21. Academic Brands available in PDF, EPUB and Kindle. 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.
Academic Brands
Academic Brands - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Academic Brands write by Mario Biagioli. This book was released on 2022-07-21. Academic Brands available in PDF, EPUB and Kindle. Explores the rise of the brand as a medium through which the modern university represents and remakes itself.
Branding in Higher Ed
Branding in Higher Ed - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Branding in Higher Ed write by Jason W. Lee. This book was released on 2021. Branding in Higher Ed available in PDF, EPUB and Kindle. "Brand management is of great importance in the ever-changing landscape of higher education as institutional branding considerations aimed at differentiating and reinforcing and cultivating a specific brand identity seeks to address brand cultivation barriers. How universities craft and disseminate the institutional messages, fused with the capability to capitalize on branding opportunities and counter challenges, can dynamically impact public perception. In today's higher education landscape, brand perception serves as an instrumental role in the reputational and financial robustness-and ultimately, the long-standing success of higher education institutions"--
Brands, Consumers, Symbols and Research
Brands, Consumers, Symbols and Research - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Brands, Consumers, Symbols and Research write by Sidney J. Levy. This book was released on 1999-08-11. Brands, Consumers, Symbols and Research available in PDF, EPUB and Kindle. This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.
Academic Brands
Academic Brands - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Academic Brands write by Mario Biagioli. This book was released on 2022. Academic Brands available in PDF, EPUB and Kindle. "The study of academic brands intersects trademark law with critical university studies around questions both empirical and conceptual, from very mundane things like universities' trademark policies and lawsuits over t-shirts and hoodies carrying university insignia all the way to the cultural, political, and economic tensions that frame the conflicted identity of the modern university. Straddling the line between knowledge and business, public and private, or between its local ties to the state and its reach toward the global economy of higher education, the modern university seems to have found in brands a tool to construct a coherent and attractive image, if perhaps only skin deep, of itself, its role, and its "excellence." These are developments that can be fully grasped only by bringing multiple disciplinary perspectives to focus on them, from legal studies to the humanities and the social sciences"--
