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1 results

  • 10 - Epilogue

  • from Part III - Conflicted Interests, Haunting Associations
  • Edited by Mario Biagioli, University of California, Los Angeles, Madhavi Sunder
  • Book:
    Academic Brands
    Published online:
    22 July 2022
    Print publication:
    21 July 2022, pp 220-232
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  • Summary

    Brands are the lingua franca through which individuals, celebrities, politicians, cities, and more distinguish themselves in a brand new world. Universities are no exception. Indeed, university brands are among the world’s most recognizable and valuable brands. Harvard rivals Hermès in prestige and exclusivity – and is certainly more elusive than the purchase of a tie or scarf. This volume explores the brand as media and mediator, the filter through which the modern university perceives, represents, and ultimately remakes itself. Today the brand goes far beyond a school name, coat of arms, logo, colors, or a mascot. The university brand seeks to capture and commodify as completely as possible the aesthetic value in belonging and participating in an academic community and its storied past. The aesthetic move in property seeks to capitalize on all thought and pleasure associated with one’s alma mater. The aesthetic university is a stage on which transformative life experiences are enacted, recast, and traded.