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.
About the Author
Anthony Lowrie is Associate Professor of Marketing Communications atEmerson College, USA.He has published on branding higher education, the promotion of relevance in higher education, accreditation of business schools, research networks, service encounters in the classroom, and the influence of professor characteristics on student satisfaction and dissatisfaction.
Table of ContentsChapter 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