Rebranding Harvard

Article Abstract:

American universities are becoming increasingly promotionalized, a process that appears in the opening up of the university to outside advertising, in all the impression management associated with student and professorial careers, as well as in the competition of the institutions with each other. Harvard University's brand-consciousness in the early years of the 21st century, led to its undergoing this 'rebranding' or repositioning process through a series of modifications that capitalize on the Harvard name.

Marketing procedures, Marketing, Company marketing practices, Harvard University, Corporate state

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Research

Article Abstract:

An increasingly important strategy for accessing answers to questions of knowledge, from the advent of the Renaissance in the West to the present, can be said to reside in the notion of eresearchE, an idea central to the functioning of the modern and contemporary university. The global standard of the university is determined in modern times by various benchmarking exercises that center on research and its outcomes.

Elementary and secondary schools, Educational Philosophy, International aspects, Education, Educational anthropology

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