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The Desire for Relevance

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Understanding Branding in Higher Education

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

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Abstract

The conceptual trio of needs, wants and demands is shown to be inadequate for a theory of branding higher education. The concept of desire is shown to 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 conscious mind communicated in forms of relevance. Form is identity for desire. Form is how the content of desire is inscribed into identity.

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Authors and Affiliations

  1. Emerson College, Boston, Massachusetts, USA

    Anthony Lowrie

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  1. Anthony Lowrie
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Lowrie, A. (2018). The Desire for Relevance . In: Understanding Branding in Higher Education. Marketing and Communication in Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-56071-1_2

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  • DOI: https://doi.org/10.1057/978-1-137-56071-1_2

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  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-56070-4

  • Online ISBN: 978-1-137-56071-1

  • eBook Packages: EducationEducation (R0)

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