Understanding Branding in Higher Education

Marketing Identities

  • Anthony Lowrie

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

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Anthony Lowrie
    Pages 1-6
  3. Anthony Lowrie
    Pages 7-29
  4. Anthony Lowrie
    Pages 31-62
  5. Anthony Lowrie
    Pages 63-90
  6. Anthony Lowrie
    Pages 91-102
  7. Anthony Lowrie
    Pages 103-118
  8. Anthony Lowrie
    Pages 163-172
  9. Back Matter
    Pages 173-188

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. 


brand branding business education higher education management marketing

Authors and affiliations

  • Anthony Lowrie
    • 1
  1. 1.Emerson CollegeBostonUSA

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Education Education (R0)
  • Print ISBN 978-1-137-56070-4
  • Online ISBN 978-1-137-56071-1
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking