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Branding for Universities: A qualitative case study on Jönköping University
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

 

Background

In the past years there has been a rapid growth in the internationalization of several industries. This has not left the market for higher educational institutions unaffected as students now are more mobile and willing to move further away from home to study at a desired university. In this increasingly competitive market, branding can be a main tool for universities to differentiate themselves and gain competitive advantage. Still, research on university branding is scarce and the concept of university branding remains relatively unexplored.  

 

Purpose

The purpose of this thesis is to explore how a university can build its brand. The study will take on the organization's perspective with the aim to gather valuable information and insights on which activities the university indulges in to build their brand and spread its awareness.

 

Method

A single case study on Jönköping University has been conducted. The nature of the study is qualitative, and data were collected from semi-structured in-depth interviews with eight individuals currently employed at Jönköping University. To gain an overall understanding, and receive diverse point of views, the sample consisted of employees working at the four different faculties of the university.

 

 

Findings

The main findings of this study are that a university can build its brand through the use of digital and printed media as well as human interactions. Furthermore, the university has two main target audiences that require different types of branding, which are students and partner companies.

Place, publisher, year, edition, pages
2019.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44084ISRN: JU-IHH-FÖA-1-20190948OAI: oai:DiVA.org:hj-44084DiVA, id: diva2:1320670
Subject / course
JIBS, Business Administration
Examiners
Available from: 2019-06-28 Created: 2019-06-05 Last updated: 2019-06-28Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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