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Mergers as Opportunities for Branding: The Making of the Linnaeus University

  • Lars GeschwindEmail author
  • Göran Melin
  • Linda Wedlin
Chapter
Part of the Higher Education Dynamics book series (HEDY, volume 46)

Abstract

This study presents and analyses the process of creating a new university, with special focus on its brand and identity. Current developments in higher education, including an increasing focus on the university as an organisation coupled with marketisation and a global race for reputation and status through rankings and other means, result in universities have an increasing interest in creating and strengthening their brands. As an empirical case study, we take a closer look at how a merger between two universities created a branding opportunity: the launch of a “new” university, namely the Linnaeus University in Sweden. A full-scale merger, as here, creates an opportunity to reconsider or even abandon the old brand and establish a new one. The Linnaeus University did a successful job in creating and marketing its new brand. The study shows that successful identity-formation and branding of a university has the potential to increase the attractiveness of the institution, in particular in terms of increasing applications from students.

Keywords

External Funding Academic Staff Identity Construction Merger Process Single Case Study Design 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Learning, School of Education and Communication in Engineering ScienceKTH Royal Institute of TechnologyStockholmSweden
  2. 2.Technopolis GroupStockholmSweden
  3. 3.Department of Business StudiesUppsala UniversityUppsalaSweden

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