Understanding Branding in Higher Education: Marketing Identities

Description

This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college. Front Matter ....Pages i-xvii Introduction (Anthony Lowrie)....Pages 1-6 The Desire for Relevance (Anthony Lowrie)....Pages 7-29 The Conceptualization of Relevance (Anthony Lowrie)....Pages 31-62 What’s in a Brand Name? (Anthony Lowrie)....Pages 63-90 The Shattered Brand Fantasy (Anthony Lowrie)....Pages 91-102 The Death Rattle of the Liberal Arts (Anthony Lowrie)....Pages 103-118 A Long Day’s Journey into Liberal Arts Pedagogy (Anthony Lowrie)....Pages 119-161 Concluding Remarks (Anthony Lowrie)....Pages 163-172 Back Matter ....Pages 173-188