Case Study: Brand Equity and Positioning

UNDERSTANDING DRIVERS OF BRAND EQUITY TO DRIVE FUTURE COMMUNICATIONS STRATEGIES

The Situation
A local higher education provider had recently re-branded a set of 16 disparate campuses under a single name, and wanted to understand community awareness and perceptions of both the old and new branding to help form future community communications and engagement strategies. In particular, the client wanted to understand the drivers of its brand equity, as there was little literature available in this area for higher education institutions.

Our Approach
AOR undertook a two-stage research program, involving a small pilot stage to uncover some early insights, and to inform the design of a second larger main stage study to quantify community perceptions of the education provider. Extensive multivariate analysis was undertaken to assess the drivers of brand equity, both overall and among different segments.

The Result
AOR was able to provide some expected and some new insights into the brand equity, based on a combination of perceptions of the old brand and expectations under the new branding. AOR used these insights to provide guidance on future communications and positioning strategies to deliver on community needs and expectations.