| Description |
1 online resource : illustrations |
| Contents |
Part I: Are academic brands distinctive? -- Distinctive excellence : the unusual roots and global reach of academic brands / Mario Biagioli -- One of a kind like you : the university as a personalized generic / Celia Lury -- The public higher education brand / Deven R. Desai -- Part II: Local and global dimensions -- Academic brands and online education / Paul Schiff Berman -- University brands as geographical indications / Jeremy N. Sheff -- Elite universities as luxury brands / Haochen Sun -- Part III: Conflicted interests, haunting associations -- Academic branding and cognitive dissonance / Mark Bartholomew -- A captive audience : corporate propaganda on the American college campus / Joshua Hunt -- 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 |
| Summary |
"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"-- Provided by publisher |
| Analysis |
branding |
|
universities |
|
marketing |
|
logos |
|
trademarks |
| Bibliography |
Includes bibliographical references |
| Notes |
Description based on print version record and CIP data provided by publisher; resource not viewed |
| Subject |
Universities and colleges -- Marketing
|
|
Branding (Marketing)
|
|
Trademarks.
|
|
Education, Higher -- Marketing
|
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Patents as Topic
|
|
branding.
|
|
trademarks.
|
|
LAW / Intellectual Property / General.
|
|
Branding (Marketing)
|
|
Education, Higher -- Marketing
|
|
Trademarks
|
|
Universities and colleges -- Marketing
|
| Form |
Electronic book
|
| Author |
Biagioli, Mario, 1955- editor.
|
|
Sunder, Madhavi, editor.
|
| LC no. |
2022001103 |
| ISBN |
9781108881920 |
|
1108881920 |
|
