Measuring re-naming effects on brand image and brand awareness: a case study on Tishk University

Abstract

This study aims to explore the effects of the renaming of the university on university brand image and brand awareness.After the renaming, the effects of the service image and the general attitudes towards renaming were examined with a conceptual model. Name change of an institution is a very big challenge particularly in a developing country, specifically taking the sample in the Kurdistan Region of Iraq since the existence of increasing competition among universities. The name of the university was changed from Ishik to Tishk in 2018. Ishik has been well known name in education sector in Iraq. Ishik University was established in Kurdistan Region in 2008 andfrom 2008 to 2018 Ishik University’s brand image was getting better according to national ranking and internationa:l ranking. The research is descriptive and for this purpose, both data sources were used as primary data sources and secondary data sources.The study uses quantitative method, using a survey questionnaire to go about the study and collect data. The study investigates the students' responses to renaming of the university. The survey was conducted in 2020 with a sample of 120 full-time undergraduate first-year students and second-year students at Tishk University. For collecting scale data, a five-point Likert scale from 1 to 5 was used and, for analyzing the data collected SPSS (Statistical Package for Social Sciences) 21st version was used.

Keywords: Renaming, brand image, Ishik University, Tishk International University