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  • Book
  • © 2018

Understanding Branding in Higher Education

Marketing Identities

Palgrave Macmillan

Authors:

  1. Anthony Lowrie

    1. Emerson College, Boston, USA

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  • Provides the reader with a robust theoretical account of branding higher education while providing a practical means of undertaking branding that will not isolate faculty and split the plurality of stakeholder communities
  • Draws on the works of Jacques Lacan and Ernesto Laclau to underpin critical radicalism
  • Presents an analysis based on a 3-year ethnographic study of users and providers of higher education within the university-industry-student relationship

Part of the book series: Marketing and Communication in Higher Education (MCHE)

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Table of contents (8 chapters)

  1. Front Matter

    Pages i-xvii
    PDF

  2. Introduction

    • Anthony Lowrie
    Pages 1-6

  3. The Desire for Relevance

    • Anthony Lowrie
    Pages 7-29

  4. The Conceptualization of Relevance

    • Anthony Lowrie
    Pages 31-62

  5. What’s in a Brand Name?

    • Anthony Lowrie
    Pages 63-90

  6. The Shattered Brand Fantasy

    • Anthony Lowrie
    Pages 91-102

  7. The Death Rattle of the Liberal Arts

    • Anthony Lowrie
    Pages 103-118

  9. Concluding Remarks

    • Anthony Lowrie
    Pages 163-172

  10. Back Matter

    Pages 173-188
    PDF
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About this book

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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Keywords

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Authors and Affiliations

  • Emerson College, Boston, USA

    Anthony Lowrie

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About the author

Anthony Lowrie is Associate Professor of Marketing Communications at Emerson 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. 




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Bibliographic Information

  • Book Title: Understanding Branding in Higher Education

  • Book Subtitle: Marketing Identities

  • Authors: Anthony Lowrie

  • Series Title: Marketing and Communication in Higher Education

  • DOI: https://doi.org/10.1057/978-1-137-56071-1

  • Publisher: Palgrave Macmillan New York

  • eBook Packages: Education, Education (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018

  • Hardcover ISBN: 978-1-137-56070-4Published: 26 October 2017

  • eBook ISBN: 978-1-137-56071-1Published: 25 October 2017

  • Series ISSN: 2946-4595

  • Series E-ISSN: 2946-4609

  • Edition Number: 1

  • Number of Pages: XVII, 188

  • Number of Illustrations: 2 b/w illustrations, 2 illustrations in colour

  • Topics: Higher Education, Marketing

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Buy it now

eBook USD 109.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book USD 139.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

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