Abstract
While
collegiate branding was once a concept built to promote unity among students
and morale behind an educational institution, branding has now elevated to the
forefront of higher education. Due to a decline in federal and state funding
towards post-secondary education, colleges and universities have been forced to
find an alternative solution for funding these institutions and maintaining and/or
enhancing enrollment. In a society fueled by financial motivations, branding
has become that solution. This newly gained importance of branding has come
packaged with a new need to constantly protect that brand, by any means
necessary for those connected to the brand. This paper works to discuss the
negative effects of branding in higher education and connect it to pressures
motivating higher education institutions, students, and officials to go to
extreme lengths to protect their brand.
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https://docs.google.com/document/d/1qUElw-0cYD2OfpSxksEUubS1jVg7Gpv3va095WHU4hM/edit