'This one-of-a-kind collection integrates scholarship on trademarks, marketing, and communication with analyses of the so-called neoliberal university to examine the social, cultural, and political contexts of higher education in relation to the rise of the brand economy. Wide in scope and non-technical in presentation, it offers some lessons for higher education leaders and many insights for critical scholars. … Highly recommended.' M. J. Garrison, Choice
Prologue: Mario Biagioli and Madhavi Sunder; Part I. Are Academic Brands Distinctive: 1. Distinctive Excellence Mario Biagioli; 2. One of a kind like you: The university as a personalized generic Celia Lury; 3. The public higher education brand Deven Desai; Part II. Local and Global Dimensions: 4. Academic brands and online education Paul Berman; 5. University brands as Geographical indications Jeremy Sheff; 6. Elite universities as luxury brands Haochen Sun; Part III. Conflicted Interests, Haunting Associations: 7. Academic branding and cognitive dissonance Mark Bartholomew; 8. A captive audience: Corporate propaganda on the American college campus Joshua Hunt; 9. 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.
