03067nam 2200625 450 991058596370332120230706215608.01-108-89810-61-108-89819-X1-108-88192-0014621371FFDCA393EE61A914EA2821D(CKB)24271074200041(UkCbUP)CR9781108881920(oapen)https://directory.doabooks.org/handle/20.500.12854/90952(EXLCZ)992427107420004120191223d2022|||| uy| 0engur|||||||||||txtrdacontentcrdamediacrrdacarrierAcademic brands distinction in global higher education /edited by Mario Biagioli, Madhavi Sunder[electronic resource]1st ed.Cambridge University Press2022Cambridge, United Kingdom ;New York, NY, USA :Cambridge University Press,[2022]1 online resource (xiv, 231 pages) digital, PDF file(s)Social SciencesOpen Access.Title from publisher's bibliographic system (viewed on 25 Jul 2022).9781108841375 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.Universities and collegesMarketingEducation, HigherMarketingTrademarksBranding (Marketing)brandinguniversitiesmarketinglogostrademarksUniversities and collegesMarketing.Education, HigherMarketing.Trademarks.Branding (Marketing)378.1/01LAW050000bisacshBiagioli Marioedt619276Biagioli Mario1955-Sunder MadhaviUkCbUPUkCbUPBOOK9910585963703321Academic brands3368125UNINA