Ashesi University (international student) brand audit
Date
2017-04
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Abstract
Ashesi University needs to establish ways in which it could address its limited brand
awareness in many parts of the African continent, with the help of its international
students. This led to the need to understand the perceptions, attitudes and relationship of
international students towards the brand of Ashesi. This would help in identifying sources
of brand equity for Ashesi University, and opportunities in which the external relations
office could use to promote brand awareness.
This project therefore is a study of the perceptions and attitudes of international students
towards the Ashesi brand. The findings from research will help in developing
recommendations on methods of capturing value through international students, as well
as how any negative issues arising could be solved.
The research revealed that majority (95.7%) of international students feel proud of Ashesi
of Ashesi and 82.6 % regard Ashesi as Special.63.5% believe that Ashesi provides a
unique, useful high quality education. Generally, concerns were raised on the inactive
student social life at the campus.
Some of the opportunities for brand awareness include transformational marketing as
well as the use of Ashesi international students as Brand Ambassadors in their own
countries. Key issues that needed to be addressed, touched on the low satisfaction of
international students with regards to current student social life at Ashesi.
The final compilations of the analysis and findings are compiled into a report using
Keller’s Brand Resonance Model/ Customer-Based Brand Equity Model.
Description
Applied project submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017
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Applied Project
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Keywords
Ashesi University College, brand awareness, brand audit, international students