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.
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
