TY - BOOK ID - 32074169 TI - Understanding Branding in Higher Education : Marketing Identities PY - 2018 SN - 1137560711 1137560703 PB - New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, DB - UniCat KW - Education. KW - Marketing. KW - Higher education. KW - Higher Education. KW - Education, Higher KW - Branding (Marketing) KW - College students KW - College publicity. KW - Recruiting. KW - College publications KW - School publicity KW - Brand name products KW - Marketing KW - Advertising KW - Higher education KW - Postsecondary education KW - Universities and colleges KW - Education KW - Education, Higher. KW - Consumer goods KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling UR - https://www.unicat.be/uniCat?func=search&query=sysid:32074169 AB - 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. . ER -