Fascinating new research findings that unpick consumer attitudes to HE brands

1. Unpicking your university brand:
A breakfast roundtable

2. Unpicking your university brand:
Research findings

3. Which universities (excl. Oxbridge) have a great reputation
Q. People often consider the University of Oxford and University of Cambridge to have excellent reputations. What other UK
universities can you think of that have a great reputation?
Base: Youth omnibus – All respondents (1,000)

4. Reputation in the eyes of students
Q. ‘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. How are universities seen?

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. % 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. 96%
Positioning
awareness

9. University of Oxford
96%
Positioning
awareness

10. 67%
Positioning
awareness

11. University of St Andrews
67%
Positioning
awareness

12. University of St Andrews
67%
Positioning
awareness

13. 80%
Positioning
awareness

14. UCL
80%
Positioning
awareness

15. 59%
Positioning
awareness

16. City University London
59%
Positioning
awareness

17. 59%
Positioning
awareness

18. Loughborough University
59%
Positioning
awareness

19. Discussion