Research Blog 10

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