University Brands (

“A good portion of a school’s brand value is a result of the perceived brand of that school by many who will never go there. A school cannot just hire the best professors and then announce that it is a legitimate competitor to Yale; it must convince people, rightfully or not, that it is indeed a competitor of Yale. This requirement of building up a brand is another reason schools are excellent models of brand building through investment over a long period of time, which ultimately results in the steady increase of brand value and a return on that expanding brand value.”

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