The UW, BOTHELL brand audit was conducted as part
of the BBUS421, Consumer Marketing, class in the Winter quarter of 2001. I have attached below the description of the
project as it appears in my syllabus.
UW, Bothell is at a critical juncture in its history. Established to serve the needs of the Eastside and Northern communites in the Puget Sound region, it started off in an office park in the Canyon Park area. Now, we are co-located with a new community college, Cascadia. The actions we take today will determine what UW, Bothell will be in the future. So, the top management of the university has started to think about UW, Bothell as a brand. Your job is to assess the health of the brand and make recommendations. What you say will be implemented(unless it is insane or inane).
As students, you will first identify important
stakeholders or publics. This will
certainly include current students, staff, faculty, Cascadia academic
community, members of local community, alumni and representatives from large
corporations on the Eastside. Then,
each student group(size 5) will be assigned to one stakeholder group. Each group will prepare a report studying
their stakeholders’ perception of the UW, B brand.
Peer evaluations will be handed out on a random
basis. Free riders may be fired- in
which case they get zero and fail the course.
So, make sure you pull your weight.
Students will assess the following with each group-
1.
Awareness (Aided and Unaided Recall)
Even though UW, Bothell
has been around for a while, it is not clear how many people know of us. Some think that we have been founded this
year!
2. Perception
(Name Associations)
How does your stakeholder
group perceive UW, Bothell? How are we
seen in relationship with our competitors?
Why? What are the major
misconceptions?
3. Communication
Audit
How well is UW,Bothell
communicating with your stakeholder group?
How is our website considered?
4.
Credibility/Consideration
How seriously are we
taken?
5.
Key Branding Challenges
6.
Key Recommendations
As a result of this assessment, students will prepare a final report and presentation. The final report will follow a certain style which we will decide on later. The presentation may be up to 20 minutes per group- the audience will include the Chancellor, Vice Chancellor and other senior members of the management team.