Branding higher education: illusion or reality?

Abstract 'Leeds University is recruiting its first marketing director – one of a new breed in the sector, equivalent in status to pro vice‐chancellors…According to Leeds, the marketing director will be the "guardian of the brand"' (Times Higher Education Supplement, 23 July 2004) 'A brand revamp…is on the cards for Anglia Polytechnic University…[with] marketing work to develop the university's reputation in a few high‐quality disciplines.' (Times Higher Education Supplement, 6 August 2004)