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Understanding branding in higher edu...

Lowrie, Anthony.

Understanding branding in higher educationmarketing identities /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Understanding branding in higher educationby Anthony Lowrie.
Reminder of title:	marketing identities /
Author:	Lowrie, Anthony.
Published:	New York :Palgrave Macmillan US :2018.
Description:	xvii, 188 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Branding (Marketing)
Online resource:	http://dx.doi.org/10.1057/978-1-137-56071-1
ISBN:	9781137560711$q(electronic bk.)

Understanding branding in higher educationmarketing identities /
Lowrie, Anthony.

Understanding branding in higher educationmarketing identities /[electronic resource] :by Anthony Lowrie. - New York :Palgrave Macmillan US :2018. - xvii, 188 p. :ill., digital ;24 cm. - 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$q(electronic bk.)

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

266407
Branding (Marketing)

LC Class. No.: LB2342.82 / .L68 2018

Dewey Class. No.: 378.198

Understanding branding in higher educationmarketing identities /
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100 1 $a Lowrie, Anthony. $3 801163
245 1 0 $a Understanding branding in higher education $h [electronic resource] : $b marketing identities / $c by Anthony Lowrie.
260 $a New York : $b Palgrave Macmillan US : $b Imprint: Palgrave Macmillan, $c 2018.
300 $a xvii, 188 p. : $b ill., digital ; $c 24 cm.
490 1 $a Marketing and communication in higher education
505 0 $a 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.
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.
650 0 $a Branding (Marketing) $3 266407
650 0 $a College publicity. $3 801165
650 0 $a College students $x Recruiting. $3 801166
650 0 $a Education, Higher $x Marketing. $3 618204
650 1 4 $a Education. $3 177995
650 2 4 $a Higher Education. $3 276621
650 2 4 $a Marketing. $3 182957
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Marketing and communication in higher education. $3 801164
856 4 0 $u http://dx.doi.org/10.1057/978-1-137-56071-1
950 $a Education (Springer-41171)