Reputation and brand brief

The objectives of the project are: To evaluate and understand the main drivers of a positive reputation for a low-tariff university. To understand how the University is viewed by different audiences, and to be given the tools in order for us to improve these perceptions where possible. o propose an action plan which will: • Evaluate and measure the University's current reputational strengths and weaknesses; • Identify audiences and actions where it would be most prudent to look to improve the University's reputation (either through the improvement of views among audiences with the most negative views of the institution, or towards audiences or actions which might yield the greatest return on resource investment); • Establish measures which could be used in order to track shifts in the University's reputation at a later date; • Establish a framework though which continuous improvement can be signposted, realised and measured through marketing and communicating University activity.