Measuring brand reputation

The Challenge

Understanding how the globally recognized university’s key stakeholders viewed their reputation and credibility as a leading university was fundamental to the development of their future strategy, ensuring their brand is positioned for success across multiple aspects.

A prestigious brand attracts and retains students through high quality education, promises enhanced graduate outcomes and a thriving culture. It also ensures quality staff and retention as well as provision of highest standard industry connections, funding opportunities and delivers a strong social purpose and societal impact.

Our approach

We conducted a full brand and reputation study, providing viewpoints from a range of audiences across 5 countries, including existing and prospective students & key influencers – teachers, parents, future employers and local residents.

We tested audience perceptions across 4 key pillars of measurement such as awareness, understanding, sentiment and as well as their overall credibility as a university.

We achieved this through a range of different methodologies including an online survey, in-depth interviews, focus groups, online communities , alongside face to face interviews in the local community.

The outcome

Through our research the university was able to understand how they were positioned across each of their key markets and review how well their brand strategies were performing. Whilst awareness is strong, knowledge gaps were identified providing an opportunity to target key audiences / markets and tailor their approach accordingly.

We identified the key strengths they can now build upon, and how they can bring to life some of these important aspects, better engaging their current students and local communities and partners.