ERIC Number: ED496490
Record Type: Non-Journal
Publication Date: 2006
Your Reputation Precedes You
Eich, Ritch K.
Association of Governing Boards of Universities and Colleges, Trusteeship v14 n3 May-Jun 2006
A good reputation goes hand in hand with a university's "brand," which in essence is the promise the institution makes to all of its constituencies. A brand is appreciably more than an attractive logo, reinforcing colors, and compelling admission brochures (though all of these reflect it). If properly thought through and developed from the inside out, a brand reflects a college or university's unique personality, distinguishing characteristics, and the reason for people to care about it. A strong brand should permeate all corners of the campus--from academics to athletics to arts--and endure long after posters and pep rallies have faded into distant memory. In this article, techniques are presented for cultivating a good brand reputation by building on trust, recovering effectively from scandal, and consistently acting from a strong internal culture and core values.
Descriptors: Values, Reputation, Governing Boards, Trust (Psychology), Institutional Characteristics, Integrity, Ethics
Association of Governing Boards of Universities and Colleges. 1133 20th Street NW Suite 300, Washington, DC 20036. Tel: 800-356-6317; Tel: 202-296-8400; Fax: 202-223-7053; Web site: http://www.agb.org
Publication Type: Guides - Non-Classroom
Education Level: Higher Education
Authoring Institution: Association of Governing Boards of Universities and Colleges, Washington, DC.