Branding in Universities identity versus image: a case study of a Swedish University

Sammanfattning: The purpose of this study has been to explore the phenomenon of branding in
a university setting as this has not previously been extensively
researched.
It has also been to describe the relationship between how an agreement of
brand identity and brand image affect outcomes such as Propensity to leave,
Satisfaction, Job performance and Commitment. Finally it attempts to explain
how certain factors involving branding and universities affect one another.
The study has involved both a qualitative study of branding where a Swedish
university was used as a case through interviewing the marketing manager at
the university. A quantitative study of the effects of branding on outcome
both regarding the personnel and students of the same university has also
been made. There were 274 respondents amongst the students and 210
respondents amongst the personnel. Regression analysis has been used as a
method to statistically explain branding effects on outcomes.
The findings were that branding can be used in a university setting with
positive results. Branding activities does affect the outcomes and if there
is an agreement between the brand identity and the brand images these
effects will be positive. It is important that the values that are used are
credible, it is not enough just to have a message there also needs to be
evidence that what is communicated is true.