Brain Waves Blog

One of the most proven ways to attract prospective students is for campuses to highlight the ROI of their degree. Over the past ten years, 62% of the conversation focused on the post-graduation path—students and families want to know the degree is worth the cost. 

In the last ten years, peer-to-peer online conversation about admissions has increased more than 10x. What students and parents share with peers online drives their decision-making—they want advice from their peers, people who live and look like them.

Students and families want to know that their degree has value and will help them obtain not just a job, but a career. With roughly half of adults (49%) saying it’s less important to have a four-year college degree today in order to get a well-paying job than it was 20 years ago, students increasingly question whether college is worth the cost.

Strengthening your brand is one of the most effective ways to keep your campus resilient and prepared for what’s next. Brand equity—the value your brand holds in the minds of your audiences—is how you understand and grow that strength over time. Brand experience is the aspect of brand equity that assesses if a brand provides unique value and lives up to its promise. Knowing and measuring brand experience enables you to evolve messaging to reflect what the brand delivers, deepening loyalty and trust. 

One of the most effective ways to keep your campus resilient and prepared for what’s next is to strengthen your brand. Understanding your brand equity—the value your brand holds in the minds of your audiences—is how you strengthen it over time. Brand perception is a key element of brand equity. Perception is reality and your brand is determined by what people think of it. Brands with a high perceived value are able to influence desired behaviors across the consumer lifecycle.

Measuring your brand equity is one of the most effective ways to keep your campus resilient and prepared for what’s next. It evaluates the value your brand holds in the minds of your audiences so you can strengthen it over time. Brand power is the aspect of brand equity that allows your brand to lead the conversation. As your power increases, so does your ability to drive market awareness and perception.