Brand Positioning
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Brand Positioning Case Study* |
The choice of a university as a place to study is as much to do with emotion as it is to do with logic. Therefore the brand positioning of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.B2B International was commissioned by one of the UK’s largest universities to show how it could develop its brand to gain a sustainable differentiated advantage over the competition. The following brand positioning case study summarizes the work that was carried out:-------------------------------------------------
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Brand Research MethodologyThe brand research was commissioned at a time when the University was carrying out a student satisfaction survey and so the researchers designed a programme that would make use of that data.Step 1: Qualitative Brand ResearchNine focus groups were carried out with each cohort of students – first year students through to final year students. These focus groups were relatively easy to organise as students were eager to take part and could be conveniently recruited on the campus. The focus groups used psycho drawing and projective techniques to explore what people thought of the University at different stages: before they applied, at the time they applied and after they had been there for a time.Step 2: Quantitative Brand ResearchThe quantitative part of the project piggy backed on the student satisfaction research. Just over 2,000 students returned a self-completion questionnaire (a 30% response). Factor analysis was used to establish the key issues that draw people to a University.-------------------------------------------------
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Brand Positioning Case Study FindingsThe research showed that the University had a number of strengths: * It had wonderful buildings
Brand Positioning Case Study* |
The choice of a university as a place to study is as much to do with emotion as it is to do with logic. Therefore the brand positioning of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.B2B International was commissioned by one of the UK’s largest universities to show how it could develop its brand to gain a sustainable differentiated advantage over the competition. The following brand positioning case study summarizes the work that was carried out:-------------------------------------------------
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Brand Research MethodologyThe brand research was commissioned at a time when the University was carrying out a student satisfaction survey and so the researchers designed a programme that would make use of that data.Step 1: Qualitative Brand ResearchNine focus groups were carried out with each cohort of students – first year students through to final year students. These focus groups were relatively easy to organise as students were eager to take part and could be conveniently recruited on the campus. The focus groups used psycho drawing and projective techniques to explore what people thought of the University at different stages: before they applied, at the time they applied and after they had been there for a time.Step 2: Quantitative Brand ResearchThe quantitative part of the project piggy backed on the student satisfaction research. Just over 2,000 students returned a self-completion questionnaire (a 30% response). Factor analysis was used to establish the key issues that draw people to a University.-------------------------------------------------
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Brand Positioning Case Study FindingsThe research showed that the University had a number of strengths: * It had wonderful buildings