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Ett universitets varumärke
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
2010 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
A university brand (English)
Abstract [sv]

Konkurrensen om studenter och resurser har ökat bland universiteten. För att klara av konkurrensen har universitet aktivt börjat arbeta med varumärkesbyggande för att skapa starka varumärken. Den största delen av forskningen om varumärken har bedrivits på kommersiella organisationer och den forskning som finns om universitets varumärken har inte studerat svenska universitet. Denna uppsats vill öka kunskapen om vad ett svenskt universitets varumärke kan bestå av, vilken betydelse ett varumärke kan få och hur det byggs samt vilka problem som kan uppstå. För att lyckas med detta har en fallstudie bedrivits på Örebro universitet. Studien bygger på kvalitativ data, som erhölls genom semi-strukturerade intervjuer och visual card sorting methods. Data erhölls från 14 respondenter. Dessa respondenter representerar intressentgruppern studenter, fakulteten, ledningen, samarbetsorganisationer samt kommun/landsting då dessa är bland de mest betydelsefulla intressenterna för ett universitet. Denna uppsats kommer fram till att universitets varumärken är komplexa. Det finns flera olika faktorer som spelar in, kvalitet på utbildningar kan dock anses vara den enskilt viktigaste. Då universitet är tjänstevarumärke kan även mindre detaljer bli viktiga. Om ett universitet har ett starkt varumärke kan detta innebära många fördelar både för universitet och dess intressenter, tillexempel högre kvalitet och en bättre ekonomi. Det finns många risker och problem som kan uppstå när ett universitet arbetar med varumärkesbyggande. Dessa kan resultera i att varumärket skadas. Universitets varumärkesbyggande är således en balansgång då fördelarna med ett starkt varumärke måste väga upp kostnaderna och riskerna.

Abstract [en]

Competition to obtain students and resources has increased among the universities. To cope with competition the universities actively started to work with brand building to create a strong brand. The bulk of research on brands has however been conducted on commercial organizations and the research available on universities brands have not studied Swedish universities. The aim of this paper is to raise awareness of what a Swedish university's brand may consist of, the importance of the brand, how it is built and the problems that may arise. To achieve this a case study has been conducted on Örebro university. The study is based on qualitative data, obtained through semi- structured interviews and visual card sorting methods. Data was obtained from 14 respondents. These respondents represent different stakeholders of the university. The different stakeholders studied are students, faculty, management, co-operating organisations and municipality/province. These are the stakeholders considered the most important for a university. This paper concludes that university's brands are complex. There are several factors affecting the brand but the quality of education can be regarded as the single most important. A university is a service brand which means that also smaller details becomes important. If a university has a strong brand this can mean many advantages for both the university and its stakeholders, including higher quality and a better economy. However there are also risks and problems that may arise when a university is working with brand building. University's brand-building is thus a balancing act in which the benefits of a strong brand must outweigh the costs and risks.

Place, publisher, year, edition, pages
2010. , 132 p.
Keyword [en]
university brand
Keyword [sv]
universitets varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-9448ISRN: ORU-HHS/FEK-AS-2010/0003--SEOAI: oai:DiVA.org:oru-9448DiVA: diva2:290891
Presentation
2010-01-15, Örebro universitet, Örebro, 10:00 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-03-11 Created: 2010-01-28 Last updated: 2010-03-11Bibliographically approved

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Citation style
  • apa
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  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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