Conquering the College Name Game

As a college counselor, I often hear from families whose sons are just beginning the college selection process who ask, “What schools should my child visit?” They will mention a certain location tied to an upcoming family trip, or perhaps a major that the student or parents have in mind and they would like to consider schools with strong programs in that field. I will suggest a range of schools, yet families generally choose to visit those with which they are familiar or which have the biggest brand names.