A world of brands: Higher education and the emergence of multinational quality franchises

This article explores the concepts of brand and franchise in the development of international quality assurance. The impact of corporate language and culture on higher education is evident and has been extensively analysed. Recent attention given to branding of universities reflects the ever-growing...

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Bibliographic Details
Published in:Quality in higher education 2014-01, Vol.20 (2), p.216-232
Main Author: Ramirez, Gerardo Blanco
Format: Article
Language:English
Subjects:
Accreditation
Accreditation (Institutions)
Akkreditierung
Ausland
Auslandsbeziehungen
branding
Brands
Business
Case Studies
Culture
Documentation
Foreign Countries
franchise
Higher Education
Hochschule
International Education
Interviews
Marketing
Mexico
Mexiko
Qualitative Research
Quality Assurance
Qualitätssicherung
United States
USA
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Summary:This article explores the concepts of brand and franchise in the development of international quality assurance. The impact of corporate language and culture on higher education is evident and has been extensively analysed. Recent attention given to branding of universities reflects the ever-growing influence of corporate language and ideas. This article presents a conceptual exploration, grounded in a case study that documented the accreditation process of a Mexican university by a United States (US) regional agency. Discourses of exclusivity and legitimacy were widespread in the case; US accreditation was construed as a symbol of international quality given that US higher education hosts world-renowned universities with reputations that, like brands, can be franchised internationally. It is argued here that such new developments warrant further study and critique. (HRK / Abstract übernommen).
ISSN:1353-8322
1470-1081
1470-1081
DOI:10.1080/13538322.2014.924787