This might typically include:

measuring stakeholder perceptions of a university
evaluation of communication tools such as a prospectus, website etc
exploring students’ attitudes to institutions both academically and in term of facilities
evaluating students’ career aspirations
gaining knowledge of which other universities you are competing with
in which sectors
gaining a better understanding of how you can best differentiate yourself
from the competition
understanding the values attached to the University brand and the
possibilities for developing this

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Case study
Image and Perception 2004 Report