Endorsements can be an effective way to boost the image of your brand. Attaching your brand to a respected professional or research study can work wonders in terms of giving your brand credibility. For higher education leaders, the annual ranking of America's Best Colleges can be a coveted feather in the proverbial cap. 
Since US News & World Report began their "proprietary" annual ranking report, college leaders have focused on getting on "the list." Some universities even offered leaders substantial rewards and bonuses based on their school's rank. Universities used the list as a first line marketing tool to differentiate their school as the best of the best.
Times are changing though, and the US News & World Report rating system has come under fire in recent years. This year, at least 63 college leaders have signed a letter agreeing not to fill out a survey considered to be a key component of US News & World Report's ranking system.
So while the annual America's Best Colleges publication is still a good one in terms of giving prospective students a glimpse into a myriad of schools, the rankings don't seem to hold the perceived value they once did. That doesn't mean the rankings will no longer be used in marketing and brand promotion though.
What do you think about the annual America's Best College rankings from US News & World Report? Is it helpful or useless?
An independent company called Admish just launched a an intelligent college finder and dynamic ranking system:
http://www.admish.com/?q=the_best_college_for_me
I'm very curious to see where this gets taken and how it is perceived by universities--especially since some of these guys are from Princeton and MIT.
Posted by: Anonymous | September 26, 2007 1:54 PM | Permalink to Comment