ACADEMIC BRANDS: GLOBALIZING, PRIVATIZING AND QUANTIFYING THE UNIVERSITY UC Davis School of Law King Hall room 1301 March 22-23, 2019 This conference explores how the modern university perceives, represents, and remakes itself through the artifact of the brand. We will explore such topics as the turn to measuring academic "excellence" through metrics, university merchandising, sports, and the transformation of the university's brand when it is forced to confront changing social and political mores, from #MeToo to traumatic histories of slavery and racism DAY 1: Friday, March 22, Part One Welcome and Introductory Remarks Kevin Johnson, Dean, UC Davis School of Law Mario Biagioli, UC Davis School of Law ------------------------------------------------ "The Distinctiveness of University Brands: Kinship Brands, Ethical Brands, or Brand Bullies?" Do academic brands display traits and functions that differ significantly from other corporate brands? Students and their families build a relationship with the academic brand over the years, especially the four years spent pursuing an undergraduate education. The university becomes the site of a long experience, not a quick purchase. Are academic brands unique because of their relation to memory? Or because of the distinct value of the university to promote access to knowledge? Are universities like other corporate “brand bullies,” or even worse? Are students, scholars and alumni co-creators of the university brand? Panel: Jennifer Jenkins (Duke, Law), James Boyle (Duke, Law), Deven Desai (Georgia Tech, Business); Celia Lury (University of Warwick, Interdisciplinary Methodologies); Jeremy Sheff (St. John's University, Law) Commentator: Mario Biagioli (UC Davis, Law and STS) ----------------------------------------------------------- Supported by the Mellon Sawyer Seminar on Academic Brands For more information and directions, please visit our website (http://academicbrands.ucdavis.edu/)