Unpicking your university brand

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Fascinating new research findings that unpick consumer attitudes to HE brands

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Unpicking your university brand

  1. 1. Unpicking your university brand:A breakfast roundtable
  2. 2. Unpicking your university brand:Research findings
  3. 3. Which universities (excl. Oxbridge) have a great reputationQ. People often consider the University of Oxford and University of Cambridge to have excellent reputations. What other UKuniversities can you think of that have a great reputation?Base: Youth omnibus – All respondents (1,000)
  4. 4. Reputation in the eyes of studentsQ. ‘Reputation’ is something that is often discussed in relation to universities. For you, what makes up a university’s reputation?Base: Student omnibus – All mentions (2,732)
  5. 5. How are universities seen?
  6. 6. Attributes that feature in these universities’ brands Stimulating and Elite inspiring High graduate Global outlook employability Strong heritage European outlook Great student Business-focused experience Innovative Accessible
  7. 7. % who didn’t know ANYTHING about the uni’s brand positioning Modern university Old university Q. Which, if any, of the following characteristics do you think apply to [University x]? Base: Youth omnibus – All respondents (numbers asked about each institution ranged from 95 to 241)
  8. 8. 96%Positioningawareness
  9. 9. University of Oxford 96% Positioning awareness
  10. 10. 67%Positioningawareness
  11. 11. University of St Andrews 67% Positioning awareness
  12. 12. University of St Andrews 67% Positioning awareness
  13. 13. 80%Positioningawareness
  14. 14. UCL 80%Positioningawareness
  15. 15. 59%Positioningawareness
  16. 16. City University London 59% Positioning awareness
  17. 17. 59%Positioningawareness
  18. 18. Loughborough University 59%Positioningawareness
  19. 19. Discussion

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