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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