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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

                                        Stimulating and
                Elite                   inspiring


                High graduate           Global outlook
                employability


                Strong heritage         European outlook



                                        Great student
                Business-focused
                                        experience



                Innovative              Accessible
% who didn’t know ANYTHING about the uni’s brand positioning




                                                                                                       Modern university
                                                                                                       Old university


  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)
96%




Positioning
awareness
University of Oxford

        96%




 Positioning
 awareness
67%




Positioning
awareness
University of St Andrews

        67%




 Positioning
 awareness
University of St Andrews

        67%




 Positioning
 awareness
80%




Positioning
awareness
UCL

       80%




Positioning
awareness
59%




Positioning
awareness
City University London

        59%




 Positioning
 awareness
59%




Positioning
awareness
Loughborough University

       59%




Positioning
awareness
Discussion

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Unpicking your univeristy brand slidecast