Understanding Branding in Higher Education

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Nonfiction, Reference & Language, Education & Teaching, Higher Education, Business & Finance, Marketing & Sales
Cover of the book Understanding Branding in Higher Education by Anthony Lowrie, Palgrave Macmillan US
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Author: Anthony Lowrie ISBN: 9781137560711
Publisher: Palgrave Macmillan US Publication: October 25, 2017
Imprint: Palgrave Macmillan Language: English
Author: Anthony Lowrie
ISBN: 9781137560711
Publisher: Palgrave Macmillan US
Publication: October 25, 2017
Imprint: Palgrave Macmillan
Language: English

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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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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