What is “brand name paralysis” and why is it a detriment to choosing a college that meets students’ academic and social needs? I recently asked this question to Marilyn Emerson, a college counselor and Founder of College Planning Services, Inc.

“To many parents and students, the name of a school is more important than the actual quality of the education and the social experience of a college. The focus on ‘brand’ can be so great that parents may direct their child toward schools that are unrealistic, or may exclude from consideration schools that offer equal, or perhaps better, experiences than the ‘name brands’ that are the top of the their lists.

But ‘brand name paralysis’ doesn’t just prevent consideration of appropriate schools. Some parents firmly believe that merely attending a name brand institution will guarantee professional success and a high paying career. The simple fact is that it doesn’t. More important than the name of the school is what actually happens there. A successful undergraduate experience fosters intellectual growth and exploration. Colleges and universities do not interview for jobs, the graduate does. Good grades and performance on graduate admissions tests are what really count when it comes to getting hired or getting into graduate school. Without these, having attended a brand name offers little. The wise student will place the greatest emphasis on choosing a school that matches their academic and social needs

For some parents, perhaps subconsciously, having their child attend a brand name school is an important status symbol. It announces to friends and family that they are successful parents. Children, however, aren’t trophies. Being a good parent means loving and nurturing your children, not trying to make them into something they are not, cannot be, or don’t want to be. It means encouraging them to strengthen and use their own unique gifts and to reach their full potential.

Just like wearing a brand name pair of shoes will not give someone style, going to a brand name institution of higher learning will not, by itself, give someone a good education or make them successful. The student’s academic and social needs should be of primary importance when deciding which schools to apply to. There are over three thousand colleges and universities in the United States, and most people’s ‘brand’ name recognition is about one hundred or fewer. Students should apply only to those schools that offer the best fit, and, ideally, their parents should remain open-minded and supportive throughout the process.”