Understanding Branding in Higher Education : Marketing Identities Hardback
by Anthony Lowrie
Part of the Marketing and Communication in Higher Education series
Hardback
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.
Information
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Out of stock
- Format:Hardback
- Pages:188 pages, 2 Illustrations, color; 2 Illustrations, black and white; XVII, 188 p. 4 illus., 2 illus.
- Publisher:Palgrave Macmillan
- Publication Date:26/10/2017
- Category:
- ISBN:9781137560704
Information
-
Out of stock
- Format:Hardback
- Pages:188 pages, 2 Illustrations, color; 2 Illustrations, black and white; XVII, 188 p. 4 illus., 2 illus.
- Publisher:Palgrave Macmillan
- Publication Date:26/10/2017
- Category:
- ISBN:9781137560704
