Branding for Universities : A qualitative case study on Jönköping University

Abstract:   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.