The paper focuses on pros and cons related to the branding of Engineering Technology (ET) Programs. Two frequent topics among leaders of ET programs are how to educate others (prospective students, prospective employers of ET graduates, and the community) about what engineering technology is all about and how to differentiate between engineering technology programs and traditional engineering programs. Engineering Technology faculty and students face these challenges on a regular basis. This paper seeks to address the question can this paper initiate a dialogue among the ET educators with regard to the branding of ET programs? Moreover, can an ET program have its own brand identity and build the freestanding stature desired, without being compared to traditional engineering programs?
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