1、BRAND HEALTH 101Communicating and Differentiating Your Higher Education Brand2 2022 Hanover ResearchHEDWP0622TABLE OF CONTENTS3/INTRODUCTION4/DEVELOP YOUR BRAND TRACKING STRATEGY5/UNDERSTAND KEY BRAND HEALTH METRICS10/ANALYZE YOUR BRAND TRACKING RESULTS12/TRACK YOUR BRAND STRATEGY13/APPROACHES TO BR

2、AND TRACKINGHANOVER RESEARCH FOR HIGHER EDUCATIONHanovers insights help higher education institutions strengthen their academic portfolios,maximize enrollment and retention,manage costs,improve brand perception,and engage alumni.From research to consulting and advisory services,our solutions address

3、 a comprehensive array of challenges to achieve the best possible outcomes for our clients and the students they serve.BY THE NUMBERS15%increase in net tuition revenue our clients experience$500M in new program revenue$700M in total grant awards 11x average ROI with membership600+higher education me

4、mbers 3000+research projects completed since 2020 For more information about Hanovers solutions and services,turn to page 13 or visit 2022 Hanover ResearchHEDWP0622This guide will enable you to:DEVELOP a Strategy Define Your Goal Identify Tools to UseUNDERSTAND Key Metrics Awareness Perception Prefe

5、rence LoyaltyANALYZE Your Results Prepare the Data Examine Brand Tracking ResultsTRACK Your Brand Strategy Drive Marketing Decisions Refresh and Restart Your Brand Tracking1.2.3.4.INTRODUCTIONCOMMUNICATING YOUR INSTITUTIONS VALUE IS MORE CRITICAL THAN EVERAs competition for a shrinking pool of poten

6、tial students heats up,what is the path forward for higher education institutions?To stand out from the pack,college and university leaders must do more than spend advertising dollars.They must clearly define their institutions purpose and communicate a distinct brand promise to stakeholders:What va