{"product_id":"academic-brands-hardback-9781108841375","title":"Academic Brands (Hardback) 9781108841375","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eAcademic Brands\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eExplores the rise of the brand as a medium through which the modern university represents and remakes itself.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eMario Biagioli (Edited by), Madhavi Sunder (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781108841375, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 21 July 2022\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e280 pages\u003cbr\u003e23.5 x 15.7 x 1.7 cm, 0.5 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThe first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePrologue: Mario Biagioli and Madhavi Sunder\u003cbr\u003e Part I. Are Academic Brands Distinctive: 1. Distinctive Excellence Mario Biagioli\u003cbr\u003e 2. One of a kind like you: The university as a personalized generic Celia Lury\u003cbr\u003e 3. The public higher education brand Deven Desai\u003cbr\u003e Part II. Local and Global Dimensions: 4. Academic brands and online education Paul Berman\u003cbr\u003e 5. University brands as Geographical indications Jeremy Sheff\u003cbr\u003e 6. Elite universities as luxury brands Haochen Sun\u003cbr\u003e Part III. Conflicted Interests, Haunting Associations: 7. Academic branding and cognitive dissonance Mark Bartholomew\u003cbr\u003e 8. A captive audience: Corporate propaganda on the American college campus Joshua Hunt\u003cbr\u003e 9. When brands go bad: The rise and fall, and Re-Rise and Re-Fall, of Isaac royall, Jr. Janet Halley\u003cbr\u003e Epilogue: The Aesthetic university Madhavi Sunder.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Intellectual property law [\u003ca title=\"See our other books on Intellectual property law\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Intellectual%20property%20law%20%5BLNR%5D%22\"\u003eLNR\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46266433011992,"sku":"9781108841375","price":74.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9781108841375i_95c1d886-1b39-47c2-a479-1203113c912c.jpg?v=1696727531","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/academic-brands-hardback-9781108841375","provider":"Freshly Printed Books","version":"1.0","type":"link"}