What's behind the label

March 13, 2008

Robert Mighall confuses a university's reputation with its "brand" ("The substance behind the image", 6 March). It's not surprising that those with a living to make in this area are untroubled by this confusion, as not even the most credulous university management is likely to believe that consultants can do much about the long-term developments on which their institution's reputation essentially depends.

Mighall's own example makes the point neatly: his reception was different when it was known that he was from "a prestigious Oxford college" rather than from Lampeter.

This is not surprising: Oxford is on most measures one of the best universities in the world while Lampeter is not. The reasons why Oxford is what it is are many and complex, but we can be sure that hiring smarter branding consultants is not among them.

Paul Temple, Centre for Higher Education Studies, Institute of Education University of London.

Please login or register to read this article.

Register to continue

Get a month's unlimited access to THE content online. Just register and complete your career summary.

Registration is free and only takes a moment. Once registered you can read a total of 3 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments

Have your say

Log in or register to post comments

Most Viewed

The University of Oxford is top in a list of the best universities in the UK, which includes institutions in England, Wales, Scotland and Northern Ireland

26 September

Most Commented

Universities in most nations are now obliged to prioritise graduate career prospects, but how it should be approached depends on your view of the meaning of education. Academics need to think that through much more clearly, says Tom Cutterham


Featured jobs

Learning Technologist

Kings College London

Public Relations and Media Officer

Royal Holloway, University Of London

International Regional Manager

York St John University

Customer Service Advisor

Bpp University