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Understanding Branding in Higher Education = Marketing Identities /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Understanding Branding in Higher Education/ by Anthony Lowrie.
Reminder of title:	Marketing Identities /
Author:	Lowrie, Anthony.
Description:	XVII, 188 p. 4 illus., 2 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Higher education. -
Online resource:	https://doi.org/10.1057/978-1-137-56071-1
ISBN:	9781137560711

Understanding Branding in Higher Education = Marketing Identities /
Lowrie, Anthony.

Understanding Branding in Higher EducationMarketing Identities /[electronic resource] :by Anthony Lowrie. - 1st ed. 2018. - XVII, 188 p. 4 illus., 2 illus. in color.online resource. - Marketing and Communication in Higher Education. - Marketing and Communication in Higher Education.

Chapter 1: Introduction.- Chapter 2: The desire for relevance -- Chapter 3: The conceptualization of relevance -- Chapter 4: What’s in a brand name? -- Chapter 5: The shattered brand fantasy -- Chapter 6: The death rattle of the liberal arts -- Chapter 7: A long day’s journey into liberal arts pedagogy -- Chapter 8: Concluding remarks. .

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. .

ISBN: 9781137560711

Standard No.: 10.1057/978-1-137-56071-1doiSubjects--Topical Terms:

1148448
Higher education.

LC Class. No.: LB2300-2799.3

Dewey Class. No.: 378

Understanding Branding in Higher Education = Marketing Identities /
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520 $a 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. .
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