Brand equity assessment for a higher education university

Understanding the overall brand equity and gauging brand differentiation among business & engineering students and prospects

A Quantitative Brand Health Audit, to devise an appropriate communication strategy for the client. Also, to identify, track & review the client’s equity periodically, to ensure that it’s brand health & image is in line with the intended positioning.

Design: Both UG and PG Programs among students (with or without work experience) & parents. Males & Females. All Nationalities. Dubai, Sharjah & Abu Dhabi.

The research helped the client measure its current brand equity & net promoter score in a competitive context, current strength of linkage with its two core offers i.e. School of Business & School of Engineering.

The research was also used to understand the choice factors, functional drivers & emotional affinity aspects, in deciding the university for UG/PG Programs and being a great quality education provider.

The insights were used by the client to assess the need for a separate communication for various schools under its umbrella. The research helped identify the core strengths & critical success factors for the client to drive further growth in the market.

“Thank you for the great report, presentation & valuable research recommendations. This study will help us in action planning and goal setting for the revamped strategy on communication, re-positioning & innovation.”

DGM & Head – Learning Services (Middle East)