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Names as university brands
Here's the article. Excerpt:
Names have gained increasing importance in the competitive world
of higher education. As colleges jockey for market share, they
are looking for names that project the image they want or reflect
the changes they hope to make. Trenton State College, for
example, became the College of New Jersey nine years ago when it
began raising admissions standards and appealing to students from
throughout the state.
"All I hear in higher education is, 'Brand, brand, brand,' " said
Tim Westerbeck, who specializes in branding and is managing
director of Lipman Hearne, a marketing firm based in Chicago...
(Previously: Changing the name to Macy's)
