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  1. KEEP
  2. Theses and Dissertations
  3. Barrett, The Honors College Thesis/Creative Project Collection
  4. Analyzing Communication Strategies and Brand Perception at Arizona State University
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Analyzing Communication Strategies and Brand Perception at Arizona State University

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Description

Starting in 2002, Arizona State University (ASU) began a rebranding effort to transition from having a reputation as a top 10 party school to being known as a prestigious research institution. Over the last 15 years, ASU has successfully reached some of these goals, eventually being named the #1 most innovative university in the country by the U.S. News and World Report. Part of this success can be attributed to the university's communication and marketing efforts, which seek to improve the university's reputation and build relationships with stakeholders. This study analyzes ASU's communication entities, how they interact and what messages they push out to stakeholders, particularly in regards to the #1 in innovation award. Primary research in this study looked at keywords used by different stakeholder groups affiliated with ASU, how they viewed ASU's reputation and how they receive communication from the university. Overall, the closer the relationship with ASU, the more positively the respondent viewed the university. Perception also varied based on geographic location and proximity to the university. Innovation is clearly a key brand perception of ASU from stakeholders, and the party school image is still persistent among those not affiliated with the university.

Date Created
2017-05
Contributors
  • Harrelson, Savannah Lee (Author)
  • Renzulli, Virgil (Thesis director)
  • Bovio, Sonia (Committee member)
  • School of Community Resources and Development (Contributor)
  • Walter Cronkite School of Journalism and Mass Communication (Contributor)
  • Barrett, The Honors College (Contributor)
Topical Subject
  • communication
  • Public Relations
  • Branding
Resource Type
Text
Extent
138 pages
Language
eng
Copyright Statement
In Copyright
Primary Member of
Barrett, The Honors College Thesis/Creative Project Collection
Series
Academic Year 2016-2017
Handle
https://hdl.handle.net/2286/R.I.42979
Level of coding
minimal
Cataloging Standards
asu1
System Created
  • 2017-10-30 02:50:58
System Modified
  • 2021-08-11 04:09:57
  •     
  • 1 year 7 months ago
Additional Formats
  • OAI Dublin Core
  • MODS XML

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Number one in the U.S. for innovation. ASU ahead of MIT and Stanford. - U.S. News and World Report, 8 years, 2016-2023
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