Brand essence tracker

The Challenge

As one of the longest established providers of English legal education, it was important for the university to understand the performance of their brand and how they are perceived against competitors by prospective students within the key markets they operate in for UG and PG courses.

Brand reputation is an important aspect for any university to consider when attracting new students and therefore the university was keen to review the overall health of their brand within their established, new and emerging markets.

Our approach

We set up a brand tracker for the university in 2022, enabling them to review their brand health on an annual basis.

We tested the perceptions of prospective students across key areas such as awareness and familiarity, university preferences, as well as reviewing how the university performs against the most important aspects of applicant decision-making processes. We also incorporated a brand essence tool for measuring how the university is positioned against its key competitors.

The tracker was designed as an online survey and sent out to a high-quality panel of prospective students who are considering UG / PG study across all of the university’s key markets.

The outcome

Savanta has delivered a full review of the university’s brand health and positioning against key competitors over the last 2 years to determine how well the university is perceived by those who are considering studying the type of courses they offer.

We were able to provide performance data against a range of key metrics and to deliver insights about how their brand was perceived in their key / established markets and to determine if some of their new and emerging markets were developing a strong foothold.

The brand essence tool highlighted some key gaps for the university to consider in the development of their brand strategies going forwards and focused on how they can support students in the future.