How do we measure successful HEI brands?
Authors: OSullivan, H.
Conference: Bournemouth University Research Conference
Dates: 27-28 January 2015Abstract:
How UK HEI brands can be measured and understood in a changing marketplace is the focus of this doctoral research and the subject of this presentation. The research looks at the current branding challenges of UK HEIs and considerers how universities are measuring the effectiveness of their brand, in comparison to how HEI brands are experienced and perceived by students and their wider circle of ‘influencers’. Understanding how students are defining and measuring HEI brand values to make their decision will help universities better align themselves to attract students.
Preferred by: Helen O'Sullivan