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Understanding branding in higher edu...

Lowrie, Anthony.

Understanding branding in higher educationmarketing identities /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Understanding branding in higher educationby Anthony Lowrie.
其他題名:	marketing identities /
作者:	Lowrie, Anthony.
出版者:	New York :Palgrave Macmillan US :2018.
面頁冊數:	xvii, 188 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Branding (Marketing)
電子資源:	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

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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.
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