Brand management is an important aspect of running any organization--do it well, and your organizations becomes synonymous with the types of things that everyone is jealous of: power, prestige, and intrinsic appeal. I can think of no better example than the name of the university. With it comes a host of expected intrinsic values. They attach to the name whether or not the person. Say it with me. Harvard. Berkeley. Stanford. Princeton. It doesn't matter if you studied creative writing or physics, if you went to Harvard, you went to Harvard, and you'll be given more latitude. The question is whether the name attaches significant meaning to its products (graduates) in any measurable way.
The funny thing is that it doesn't matter if these people could objectively get better jobs because of their skills, or because hiring managers prefer to see certain schools represented--in the end, those are one in the same. Brand is just that = the ability to produce a mental short cut toward qualification for inclusion, to place the name in the slot of "exhibits requisite skills."
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