Branding Access Through the Carolina Covenant: Fostering Institutional Image and Brand

    Volume 41 • Number 2 • 2011 

    By Michael S. Harris and Bradley Barnes

    The study demonstrates the ability of financial aid to serve as a key component of institutional image and improve a university’s competitive position while also ensuring the access benefits inherent in supporting low-income students. The implications of this work provide an additional rationale for increasing financial aid budgets and substantiate proof of the market’s ability to improve access.