What Is the Point of “Re-Branding” if the New Brand Is Not Unique?
New University of Akron President Scott Scarborough announced in May that the school was being rebranded as “Ohio’s polytechnic university.” He justified the change by asserting that the university “needs a new, distinct identity to attract students and survive in the future.” But, according to an article by Rick Armon published in the Akron Beacon-Journal,…