Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity…

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…