Solutions - Brand Positioning

Reinventing the Brand of a PNW-Based University

The Challenge

Our client, a Washington-based University, reached out to Lux to conduct a thorough examination of its brand within the context of the specific ducation market. The challenge was to develop baseline brand measures (e.g., familiarity and image perceptions), develop drivers of consideration (e.g., emotional, attitudinal, and functional attributes when considering universities), and pinpointing the university’s performance on these measures within a competitive context.

The Solution

A 15-minute online survey was conducted among 1,000n respondents which included a mix of current students, prospective students (both in and out-of-state), parents of prospective students, and staff / faculty. Survey sample was generated from the university’s internal contact lists and the use of an external survey panel that had unknown relationships with the client.

The Outcome

The outcomes of this research helped the client better understand their need for differentiation, given the strong brand performance and positioning of competitors. Key strengths of the client were identified in data-driven insights as a means to leverage positive perceptions of the university and to drive enrollment. Combined with brand positioning and design from thier creative agency partner, this study has led to an extensive rebrand for the university.

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