Should schools have branding campaigns?

Richland 1 Touts "Urban Advantage"

Coca-Cola has branding campaigns.  GM does as well.  You can even go so far as to say that Columbia, SC could have one when you consider the tourism (try not to laugh) and convention (try not to laugh harder) business.  But should a school?

Why in the world is a school system that struggles to educate it's children and constantly complains about underfunding wasting time and money on a branding campaign?  How does this benefit the state taxpayers who are funding the school?  Are people going to move high paying jobs to Richland because of the slogan of the school district?  Maybe they should just focus on education.