Branding in Higher Education: Every University Tells a Story highlights the unique role athletic programs play in university branding. The text provides a series of case examples of how universities' brands are influenced by their athletics by profiling more than 15 universities and their athletic departments. As such, this text covers traditional intercollegiate athletic issues, higher education challenges, marketing concepts, and branding fundamentals. Faculty could utilize this text in a number of courses, either as the main text, supplemental text, or segments of specific sections or segments for a holistic approach or case study approach.