Changing the Name of a Major University: A Case Study and How-To Guide

Diana L. Haytko, Greg Burris and Sarah M. Smith

Journal of Marketing for Higher Education, 2008, vol. 18, issue 2, 171-185

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.

Date: 2008
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DOI: 10.1080/08841240802487379

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