Understanding branding in higher education : marketing identities / Anthony Lowrie.

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Understanding branding in higher education : marketing identities / Anthony Lowrie.

9781137560711 (electronic book)
1137560711 (electronic book)
1137560703
9781137560704

New York, NY : Palgrave Macmillan, [2018]

English

1 online resource.

10.1057/978-1-137-56071-1 doi

LB2342.82

378.198

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.

Includes bibliographical references and index.

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Marketing & communication in higher education.

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