Abstract

Observations have been made about branding’s shift from a material to conceptual focus. Consequently, corporate branding has become more focused on associating and imbuing corporate brands with supposedly positive values and attributes. This article locates this emphasis in the context of Singapore’s marketized higher education sector, and examines how conceptual values like flexibility, freedom and empowerment are expressed linguistically and, more significantly, symbolized in and through photographic images in corporate brand communication. It is argued that while the circulation of conceptual values in branding has arisen in part due to the imperatives of branding, the privileging of values like flexibility, freedom and empowerment is symptomatic of neoliberal capitalist influence and the subjection of higher education in Singapore to a knowledge-based economic logic. This helps to shape stakeholders’ concepts and expectations of higher education as well as public attitudes towards the neoliberal knowledge-based market system more broadly.