Foreword.

Acknowledgments.

Identification, Equity, and Culture.

Institutional Identification.

Brand Equity.

Institutional Culture.

Using Institutional Culture.

An Illustration: Tusculum College.

Using Culture to Strengthen Institutional Identification.

Identifying with Institutions.

Framing Institutional Identification.

Strengthening Institutional Identification.

Benefiting from Institutional Identification.

Using Culture to Build Brand Equity.

Institutions as Brands.

Brand Equity.

Building Brand Equity.

Understanding Institutional Culture.

Defining Institutional Culture.

Disciplinary Foundations and Conceptual Frameworks.

Foundational Work and Contemporary Approaches.

Institution Types and Institutional Culture.

Subcultures in Higher Education.

Institutional Culture in Substance and Form.

The Substance of Institutional Culture.

The Forms of Institutional Culture.

Using Institutional Culture to Strengthen Institutional Identification and Build Brand Equity.

References.

Name Index.

Subject Index.