Branded Goods, Valued Goods: A Comparative Analysis of School Marketing and Branding Practices

• In Event: Roundtable Session 21
  In Roundtable Session: Educational Privatization: Charter Schools, Foundations, School Governance, and Technology

Abstract

The purpose of this paper is to outline an original framework in the form of a rubric comparing the marketing and branding practices of different types of schools in a variety of choice settings. For example, the marketing and branding practices of charter schools are compared with public schools both in, and not within, their educational markets. Distinctions are drawn not only between types of schools, but also between the ways in which schools that market different “qualities” of their educational institution—such as values or prestige versus academic gains or curricular content.

Authors

• Sarah Butler Jessen, Bowdoin College

• Catherine C. DiMartino, Hofstra University