A world of brands : higher education and the emergence of multinational quality franchises / Gerardo Blanco Ramirez

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V. Foreign Higher Education and Education Systems, International Relations, Bilateral Relations
B. Essays, Commentaries, Statements

Author	RAMIREZ, Gerardo Blanco
Title	A world of brands : higher education and the emergence of multinational quality franchises / Gerardo Blanco Ramirez
Publication year	2014
Source/Footnote	In: Quality in higher education. - 20 (2014) 2, S. 216 - 232
Inventory number	36690
Keywords	Qualitätssicherung ; Akkreditierung ; Ausland : Mexiko : einzelne Hochschulen ; Ausland : USA : Auslandsbeziehungen
Abstract	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)