Objective-
Hult International Business School wants to assess its schools brand.
Proposal-
To successfully evaluate your schools’ brand, it is proposed that we undertake a brand equity measurement study. This will help us focus on the aspects of your schools brand: image, awareness, visibility and perceptions. The measureable objectives for us will be image perceptions, enrollments and leadership.
Image Perception category1 will consist of some key metrics like:
• Consumer awareness or ‘top-of-mind’ awareness (measures brand recognition, POD’s and POP’s)
• Brand strength (will help us measures brand stability, relation to market leaders, profitability and geographical spread)
• Credibility (will help us measure the extent to which the brand is reliable and responsible for the customers, and the effectiveness/ trustworthiness of the brand advertising)
• Relevance (measures the brand modernity, ability to excite, as well as its commitment to non-consumer driven ethical or socially responsible values)
• Consideration (measures the influence of the brand familiarity on actual consumer choice)
The brand research activity will include data from:
• Survey Research which will cover the following populations:
o Prospective MBA students planning to start their degree within the next 1 year (data source will be school recruiters database, students signed up with GMAC.com and preparing for their GMAT exams, Economist.com and Topuniversities.com for students who review the MBA ratings on these sites)
o Web surveys of prospective students visiting the www.hult.edu website
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