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2016 TrendTopper MediaBuzz College Guide

GLM began to consider measuring a college’s value according to its ‘brand equity’. Simply put, brand equity is the value a consumer bestows upon a product. If you have two identical, competing products (or schools), which one is the product consumers will choose, for which they are willing to pay a premium (or dedicate four or more years of their life). Now consider that there are only three types of intellectual properties in the US, and one of them is the trademark (or brand). (The others are the patent for ideas and the copyright for structured thought.) The trademark is intended to represent all the perceived attributes of a product or service. Institutions of higher education are no different. Prospective students, alumni, employers, and the world at large believe that students who are graduated from such institutions will carry with them many or all of the hallmarks of that particular school.
So, GLM created the TrendTopper MediaBuzz analysis as a way of seeing the schools through the eyes of the world at large.

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