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RT Book, Whole SR Electronic DC OPAC T1 Understanding Branding in Higher Education : Marketing Identities / by Anthony Lowrie T2 Marketing and Communication in Higher Education. ISSN:29464609 A1 Lowrie, Anthony A1 SpringerLink (Online service) YR 2018 FD 2018 SP XVII, 188 p. 4 illus., 2 illus. in color K1 Education, Higher K1 Marketing K1 Higher Education K1 Marketing ED 1st ed. 2018. PB Palgrave Macmillan US : Imprint: Palgrave Macmillan PP New York SN 9781137560711 LA English (英語) CL LCC:LB2300-2799.3 CL DC23:378 NO 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. NO 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. NO HTTP:URL=https://doi.org/10.1057/978-1-137-56071-1 NO 書誌ID=EB16356740; LK [E Book]https://doi.org/10.1057/978-1-137-56071-1 OL 30