Challenge: In preparation for the arrival of BU’s new president, senior management wanted to conduct an audit on the state of the brand, including exploring its overall reputation for excellence and specific perceptions of the brand across all key constituencies.

Objective: To obtain a snapshot and understand the strength of the university’s reputation, by gaining an in-depth understanding of BU’s perceived reputation and position versus 19 peer and aspirational competitors.

Methodology: Over 6,500 online surveys among current and prospective students, faculty and staff, alumni, and general audiences, including business owners. The study measured key brand indicators, and drivers of excellence, using a range of statistical analyses for a 360-degree view.

Result: Insights provided clarity on the progress the brand has made over time since its launch of a “rigor and challenge” strategy.  Recommendations were made on continuing to advance the overall brand strategy and opportunities were suggested for each constituency as well as overall areas that are still lagging.