This document provides the results of a brand perception survey for a university. It analyzes how different groups (academics, students, etc.) perceive the university brand across various dimensions. The key findings are: - The university is seen as largely trustworthy but not exceptionally wise. Users are generally happy with what the university says. - It is seen as more friendly and human than serious. - There are some gaps between how different groups perceive the university, particularly between academics and students on issues like being cutting-edge vs. conventional. - The university struggles with associations around being premium vs. budget.

1. 0 Academics
0 Students
0 Customers
0 Trustees
0 Other
0 Markerting
20
40
60
80
UO
FCOY
MF
FS
TI
PB
CC
MT
PREMIUM
/ BUDGET
CUTTING EDGE
/ CONVENTIONAL
TRUSTWORTHY
/ NEUTRAL
MODERN
/ TRADITIONAL
FUN
/ SERIOUS
MALE
/ FEMALE
URBAN
/ OUTDOORS
OLD
/ YOUNG
FRIENDLY
/ CORPORATE
20
40
60
80
100
You are a largely trusted brand according to your sample. You are seen as an
enTRty that is convincing while sTRll remaining human. You are not seen as a
sage or as excepTRonally wise. The brands customers and users are generally
happy with what you say and believe you most of the TRme.
TR
TRUSTWORTHY 69% 31% RESPONSIVE
You are seen as not particularly serious but are more human and friendly.
A nice place to be but perhaps at the expense of serious pursuits and aims?
FS
FUN 63% 37% SERIOUS
BRAND DASHBOARD
BROUGHT TO YOU BY BRAND+SUM
WHAT NEXT?INVESTIGATE FURTHER
OVERVIEW / PERCEPTION
BASED ON SUBMITTED ANSWERS
GROUP BREAKDOWN
COLOUR CODING / STATS
RAW RESULTS
WITHOUT GROUPS
GROUP RESULTS
HIGHLIGHTING GAPS
ALL RESULTS
DIVIDED BY GROUPS
“GAPS” IN PERCEPTION
06.01.2016
DATE CREATED
Make use of freemium tools to see how
others, including search engines see your
brand online. See minor issues which may
affect your presence.
woorank.com
brandpersonalities.com.au/app
yougov.co.uk/profileslite
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The larger the sample size and range of groups the more useful your dashboard
will become. Share the URL to your company and friends:
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This is a fairly large gap on the edge of acceptable limits for a University or
College. We would not expect such a large gap in research universities, but for
schools and colleges we expect students who are happy with teachers always
wanting to push more towards the boudaries of knowledge.
17%
CC
CUTTING EDGE 38% 62% CONVENTIONAL
A difference in perception between staff and especially academics is normal
among education, compared to the students. Professionals strive for more
resources and time. However, a gap between management and staff is a sign of
dissatisfaction .
10%
PB
PREMIUM 49% 51% BUDGET
In academia people often think of the buildings rather than the brand.
However, a gap could often mean that there is an effort to change brands or
direction that has not filtered through.
10%
MT
MODERN 64% 36% TRADITIONAL
You have more than three larger gaps in perception between your groups.
A large amount of gaps means one of several things, which should be checked:
Too small a sample size - share the test with your organisation.
A new or small enterprise - the more people know about the brand the better.
A change in direction - which has not trickled down to all groups.
THERE ARE MORE
You have not made a play about the cost of your services. Therefore people
have not decided where you stand on cost principles within your marketplace.
You struggle with the association of low costs and low quality and vice versa.
PB
PREMIUM 49% 51% BUDGET
UNIVERSITY OF WORCESTERBRAND TITLE
YOUR BRAND PERSONA
YOUR TARGET CUSTOMERS
EDUCATION
BRAND CATEGORY
COMPILED BY
ONLINE TOOL
You have elements of up to date behaviour but are largely seen as a follower
of fashion / innovation. For some brands this perception could be an about
their products, their methods or the brand itself.
CC
CUTTING EDGE 38% 62% CONVENTIONAL
You are seen in a largely modern light by your users. But this is not a universal
perception. This attribute is open to much interpretation by users based on
their experience - it could mean the buildings, the staff, the attitudes or the
company’s foundation date.
MT
MODERN 64% 36% TRADITIONAL
You have a friendly atmosphere and tone, which pervades much of your
communication and output. For most consumer brands this is a desirable
outcome - but does this come at the expense of other brand values such
as trust?
FC
FRIENDLY 76% 24% CORPORATE
Your target age, and therefore your ideal customer is 22 years old.
Your audience age is one of any brand’s key identifiers, though most will have
a broad range, or gap - especially larger brands with multiple products.
OY
OLD 22% 78% YOUNG
You have an equal measure between male and female - for a lot of brands the
most desirable outcome. This is often a difficult thing to achieve and get right
across all touch points, and have all groups agree to. Be wary of departments
or communications that can upset this balance.
MF
MALE 50% 50% FEMALE
Value
Gaps
CCPB UOMT OYFC FS TIMF
Graphs and data are taken purely from forms filled in online. From averages
of this data we pull out commentary on the brand persona, then highlight
the “gaps” between groups’ perceptions. More info at brandsum.com.
Copyright Phenotype Ltd.
UO
FCOY
MF
FS
TI
PB
CC
MT
You are seen as a brand that is considered neither as urbanite or eco and
green, or as is the case with larger companies and organisations there are
elements of each, depending on that user’s experience.
UO
URBAN 48% 52% OUTDOORS