BRAND EQUITY AND POSITIONING
UNDERSTANDING DRIVERS OF BRAND EQUITY TO DRIVE FUTURE COMMUNICATIONS
A higher education provider had recently re-branded 16 campuses under a single name, and wanted to understand community awareness and perceptions of the old and new branding. These findings would help form future community communications and engagement strategies. In particular, the client wanted to understand the drivers of its brand equity.
AOR undertook a two-stage research program, involving a pilot stage followed by a second larger main stage study, to uncover and quantify community perceptions of the education provider. Multivariate analysis was also undertaken to assess the drivers of brand equity, overall and among segments.
AOR provided key insights into the brand equity - based on a combination of perceptions of the old brand and expectations under the new branding - to be leveraged for future communications and positioning strategies.