The measureable objectives for us will be image perceptions, enrollments and leadership.
Image Perception category1 will consist of some key metrics like:
• Consumer awareness or ‘top-of-mind’ awareness (measures brand recognition, POD’s and POP’s)
• Brand strength (will help us measures brand stability, relation to market leaders, profitability and geographical spread)
• Credibility (will help us measure the extent to which the brand is reliable and responsible for the customers, and the effectiveness/ trustworthiness of the brand advertising)
• Relevance (measures the brand modernity, ability to excite, as well as its commitment to non-consumer driven ethical or socially responsible values)
• Consideration (measures the influence of the brand familiarity on actual consumer choice)
The brand research activity will include data from:
• Survey Research which will cover the following populations:
o Prospective MBA students planning to start their degree within the next 1 year (data source will be school recruiters database, students signed up with GMAC... displayed 300 characters
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This will help us determine what HIBS means to different people and help in developing a common theme
The qualitative research will help us get into the mind of our discussion groups. There would be open ended questions in the questionnaire for this. The ‘top-of-mind’ awareness questions will seek to answer the questions- ‘When you think of top MBA schools with an international body, which one comes to mind first’? ‘Which 1 year MBA school would be your first choice to attend? Why would you prefer that?’ Flagship universities should receive a 60-90% response on such measures2... displayed 300 characters
