Research Objective

• A university needed to evaluate their brand value and understand declining enrollment in order to build a more meaningful brand promise based on academic offerings, student experience, and their prestige.
• They also needed to segment the market into distinct customer groups to target unique demographics groups more appropriately.

Scope & Methodology

• A survey was launched to measure a range of attributes including brand awareness and brand attributes.
• Prepared concepts were evaluated against a variety of emotional and rational perceptions. Each concept was evaluated in terms of the a set of key attributes, relevance, and preference.

Value Delivered

• The client learned where perceptions of their brand were falling short as well as which brand promise resonated and appealed the most with their target audience.
• The client was able to build a brand promise that was more meaningful to their customer base, and develop brand strategies that more accurately reflected the dynamics of their institution.

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