Gove's theory is that competition will improve the education system, like in the US. They've experimented with magnet schools, small schools and charter schools (the model for academies). The latter have "brands" like Edison and KIPP now running schools as "chains".
There is, of course, an alternative. In Finland they have a fully comprehensive education system, private education is minimal, and schools co-operate and don't view other schools as rivals in the market for consumers (children) and stakeholders (parents).
So where has this marketisation model left the US? Underfunded, the grim legacy of testing with the No Child Left Behind Act and an education system that is chronically divided according to wealth.