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Analyzing Communication Strategies and Brand Perception at Arizona State University

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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

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.

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2017-05

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How corporations should respond to a public health or social crisis

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A guide to implementing empathy in crisis communications

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Created

Date Created
2021-05

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The Importance of Online Branding and Targeted Social Media Campaigns within the Restaurant Industry

Description

In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create

In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.

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Date Created
2016-12