Any brand - whether it's a tin of baked beans or an ancient university - is dependent upon what people think about it (Letters, 13 March). Yes, people have been of the opinion that Heinz Baked Beans and the University of Oxford are probably at the top of their leagues, but that is because the people at Heinz and the people at Oxford have always known what they are about. What consultants can offer is an objective view on how a brand is received in the market. Of course there are many elements to consider at a university, and historical reputation also plays a significant part. But careful brand stewardship can enable a university to manage its reputation in the long term. It's exactly this brand stewardship that keeps Oxford and Cambridge at the top.
Ben Gibbs, Ely, Cambridgeshire.