A Qualitative Exploration of Perceptions of Brand Equity
Cardiff Metropolitan University
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With branding becoming essentially a major asset for an organisation, it has become apparent that the higher education sector also need to create a successful brand, in order to create brand equity. With this in mind the purpose of this dissertation is to explore the perceptions of brand equity in regards to Cardiff Metropolitan University, in particular, the Cardiff School of Management, through the student’s perspective. Through the use of models, in particular Keller’s Customer Based Brand Equity model, results were provided by the students regarding their experiences, thoughts, and perceptions of the brand. These results were collected through the use of focus groups, in order to gain in depth, informative responses from sixteen participants who are students of Cardiff Metropolitan University. From the findings gathered it was clear that there was a degree of negativity towards the university brand. It seemed the students were disappointed with the level of the teaching quality and poor organisation and also felt that the rebranding of The University of Wales Cardiff to Cardiff Metropolitan had ultimately been viewed as a negative step for the university and its effect on its current students.
BA (Hons) Business and Management Studies
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