Several land-grant institutions have adopted a name to encompass the teaching, research, and Extension components of the university, creating a brand identity for those public services. But, in the mind of stakeholders, has the connection between the tripartite mission and the brand name been made? The study reported here sought to determine…

Achieving high performance in tough times is the most serious challenge facing presidents and trustees during this recession, when the temptation may be to substitute "getting by" for truly outstanding governance. Defining victory as making it through the fiscal year, with little thought to where the institution should be positioned in…