Titlebook: Understanding Branding in Higher Education; Marketing Identities Anthony Lowrie Book 2018 The Editor(s) (if applicable) and The Author(s) 2

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Introduction,er is introduced to the concepts of relevance and desire developed and used later in the book to explore the naming and branding process. A major impediment to the transparency of higher education, its emancipatory potential, and its capacity for diversity is the gaming of administrators, faculty, a

Perennial长期的

The Desire for Relevance, be a more viable underpinning for brand theory. A Freudian and Neo-Freudian conceptualization of desire as a split concept is developed and used as an analytical concept to explore branding higher education. While desire is an aspect of the unconscious, expressions of desire are aspects of the cons

变异

GILD

,What’s in a Brand Name?, in attracting resources to benefit the organization. Branding denies access and restricts equality of opportunity and is antithetical to diversity. Administrators who follow a branding strategy are institutionally antagonistic to diversity. Branding a college is a deliberate signaling of superiorit

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,A Long Day’s Journey into Liberal Arts Pedagogy,em with liberal arts pedagogy is not the subjects taught, but the proliferation of subjects taught, which encourages surface learning. A revised curriculum focused on fewer subjects would encourage learning of subjects in depth. Transparency is required with independent audits of teaching, learning,

弹药

accordance

Book 2018as 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 e

GUISE

,What’s in a Brand Name?,ire and self-interested relevance. By a process of naming through desire and self-interested relevance, names can become organizing quilting points, ., empty signifiers, or brand nodes that structure discourse. A set of mathemes/discourse functions and examples are used to illustrate the naming process.

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