While brand identity is an essential element of many industries, there is a question as to whether this helps or hurts the consumer in the market of education. In many industries, brand identity is used to establish a niche in the market and to differentiate that company from others that are providing similar services (or the exact same service). Interestingly, in the market of education it is not always apparent that the brand identity matches the quality assumption that comes with the name.
Information is an essential component for a market to function well. In situations such as the stock market, companies that are publicly traded are required make a large amount of information public, regarding profits and corporate compensation and such, in order for participants in the market to make well-founded decisions. In the current market for education, which is severely regulated in some ways but still has aspects of free market (such as charter schools), there is not enough information for parents to make reasonable decisions regarding their parents education. Many parents and students rely on such ranking as US News and World Report to pick their colleges, when in fact these surveys may not measure the elements that are important to the particular student or are potentially inaccurate. Rankings and test scores for k-12 are provided by many states, but there are also states who refuse to make this information public despite the public tax dollars going to finance their education system.
In this information-starved environment, there is the opportunity for schools to develop brands based a few elements of their school that do not truly encapsulate the experience and quality at said school. Without the proper information regarding schools across the grades and information letting parents know the markers of quality and the results of surveys based on sound indicators, the current market for education is flawed. Even though the education system in our country is not fully market-based, information is imperative for proper functioning and outcomes.
In the current education system, from Kindergarten to college there is a market failure as far as brand identity is concerned because there are not reliable and accurate sources of information for parents to make decisions. Without this, parents are at the mercy of the brand name which does not necessarily guarantee the level of quality expected. Where there is better information, it is not freely distributed to parents in a way that makes sense to them or that is available to all socioeconomic groups, regardless of whether they can afford a computer or whether the parents only speak Spanish.
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As a teacher, I agree that there has to be accountability and a sort of educational norm to strive for. We hope that kids across the country in 8th grade are reading/writing/etc at a given minimum level or higher, the same with each grade level.
The difference between Starbucks and education, however, is sheer volume as well as the task at hand. Starbucks interacts with individuals for a short period of time-- take the order, make and give the order. It's also pretty basic; refill the coffee, grab a pastry, make a latte. On the other hand, education isn't a quick "here's your latte" fix, and we aren't selling anything. Schools spend more time with students than their own parents do, frequently, and for many years. Teaching is, to an extent, an art. I do not think that every teacher is comfortable teaching in the same manner, and they shouldn't have to. What we can hold the same are the goals. Attaining them is the problem. Perhaps we are selling information, in a sense; how do we market every single class and every single concept when they kids are already required to buy them? The answer, in my opinion, is via teacher energy and enthusiasm. We can't guarantee that each teacher has the same sense of humor, level of energy, or even dedication/enthusiasm, however.
So what do we do? Every single 6th grader in the US has to read the same set of books? Complete the same set of worksheets, be taught in the exact same manner? Teachers are not automatons and should not be. If that were to be effective, students could just stay at home and learn online. A good start could be giving teachers the same set of tools (educational texts and a similar training, much like the Alliance for Catholic Education or Teach for America do).
What suggestions for equalizing teacher quality do you have?
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