Graph Visualization – Unpicking the Hairball - Joe Parry @ GraphConnect London 2013
Unpicking your university brand
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Transcript of Unpicking your university brand
Unpicking your university brand: A breakfast roundtable
Unpicking your university brand: Research findings
Which universities (excl. Oxbridge) have a great reputation
Q. People often consider the University of Oxford and University of Cambridge to have excellent reputations. What other UK universities can you think of that have a great reputation?
Base: Youth omnibus – All respondents (1,000)
Reputation in the eyes of students
Q. ‘Reputation’ is something that is often discussed in relation to universities. For you, what makes up a university’s reputation?
Base: Student omnibus – All mentions (2,732)
How are universities seen?
Attributes that feature in these universities’ brands
Global outlook
Elite
Great student experience
Business-focused
Strong heritage
High graduate employability
Innovative
Stimulating and inspiring
European outlook
Accessible
% who didn’t know ANYTHING about the uni’s brand positioning
Q. Which, if any, of the following characteristics do you think apply to [University x]?
Base: Youth omnibus – All respondents (numbers asked about each institution ranged from 95 to 241)
Modern universityOld university
Positioning awareness
96%
University of Oxford
Positioning awareness
96%
Positioning awareness
67%
University of St Andrews
Positioning awareness
67%
University of St Andrews
Positioning awareness
67%
Positioning awareness
80%
UCL
Positioning awareness
80%
Positioning awareness
59%
City University London
Positioning awareness
59%
Positioning awareness
59%
Loughborough University
Positioning awareness
59%
Discussion