In this article, the author is concerned about the potential for increased stratification. As he considers the recent phenomenon of "branding," whereby efforts to enhance reputation and prestige culminate in the creation of the "celebrity university," the author notes the irony that even as the branded institutions declare…

A national study found that since 1979, winning a national championship in football or men's basketball results in increases in applications for undergraduate admission in years following the championship. This was found both in absolute numbers and in comparison with schools not winning championships. Institutional data are charted. (Author/MSE)

It is argued that colleges tend to have a high opinion of themselves and would be wise to learn how their various publics (community, business community, guidance counselors, college-bound students, parents, current students, alumni, staff) perceive them. Comparison with competitors and monitoring of change over time is also recommended. (MSE)