University Brand Perception Study

A midwestern public university sought to understand its brand perception following a rebranding initiative several years prior. The primary objective of the new study was to assess the effectiveness of these rebranding efforts, evaluate how the university’s image had evolved, and identify current priorities among prospective students and their families.

The project employed a mixed-methods brand research approach to gain a comprehensive understanding of brand perceptions. It began with a large-scale quantitative survey to capture broad insights into awareness and overall perception. This was followed by qualitative in-depth interviews with a subset of participants to explore the motivations, attitudes and emotional drivers underlying the survey results, providing richer context and actionable insights.

The research delivered key insights into the university's brand perception, revealing both consistent strengths and critical areas for strategic growth. Leadership was able to use the results to inform brand strategy and make plans for its future marketing campaigns to ensure university messaging resonated with its target audiences.