Title
Changing the Name of a Major University: A Case Study and How-To Guide
Abstract
There is nothing more exciting for a school than taking on a new name that is more reflective of what the institution has become. Many schools have changed names from "College" to "University" or have been renamed for prominent individuals. On August 28, 2005, Southwest Missouri State University officially became Missouri State University. This change was 20 years in the making and did not happen without a tremendous amount of effort on the part of administrators, faculty, students, alumni, and many elected officials at all levels of government. Though seemingly a simple thing, implementing the name change was anything but. This case study explains the steps taken to complete the transition, including the important branding decisions made along the way. It also provides a detailed guideline for other schools facing similar challenges.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1080/08841240802487379
Keywords
name change, branding
Publication Date
2008
Recommended Citation
Haytko, Diana L., Greg Burris, and Sarah M. Smith. "Changing the name of a major university: A case study and how-to guide." Journal of Marketing for Higher Education 18, no. 2 (2008): 171-185.
Journal Title
Journal of Marketing for Higher Education
