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UJ Brandscan Initial Research

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Byron John
Byron John

Project completed in fulfilment of Marketing Communication Honours degree at the University of Johannesburg (UJ)

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BRAND SCAN 14th April 2011 Kirsty Adams 200809450 Carmon Butler 200610366 Byron John 909705939 Ednah Nzombe 201017879 Linda Wilkins 200521226
1. INTRODUCTION (i) ¡®UJ¡¯ vs. ¡®WITS¡¯ vs. ¡®TUKS¡¯ (ii) Obituary (iii) Subjective Critique of Themes (iv) Mood Board (v) Brandscan (vi) Three-way Sort (vii) Content Analysis (viii)Communication Message
1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-way Sort 5. Content Analysis 6. Communication Message 7. Q&A
educator empowerment negative Mentor and Diversity guidance Lack of identity
1. Obituary Critique 2. Mood Board Labour pains Growth Pains/Evolution Still finding their way Growth stage
1. Obituary Critique 2. Mood Board UJ as a Friend A ¡®help up¡¯ Guiding Light - Hope Helping us better our future
1. Obituary Critique 2. Mood Board Integration UJ as agent of Transformation Aspirations and hopes Empowerment Diversity (Key to success)
1. Obituary Critique 2. Mood Board Contributor to the upliftment of society UJ as Educator A place where we can reach Quality sacrificed for quantity Self pride our goals
1. Obituary Critique 2. Mood Board UJ Honesty Box Lack of communication Frustration/Registration Sacrificing academic excellence
1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
3. Brandscan First Impressions ·É·É·É¡­.
UJ Brandscan Initial Research
UJ Brandscan Initial Research
UJ Brandscan Initial Research
WITS TUKS UJ 30,000 45,000 48,000 1896 1908 2005 English English & Afrikaans English & Afrikaans An education icon Committed to academic Finding a new identity, education excellence is my way forward My great grand parents were I come from humble beginnings I was born into an Afrikaans miners, and I have now become from an English background and family, then my mother died and an international liberal and have now become a ¡®bilingual my dad got remarried. trendy brand recognised in the giant¡¯ in our region medical and research field Freedom of enquiry, search for Excellent education, promote Striving for quality education, knowledge and truth. Centre for scholarships, flexible lifelong leading, challenging, creating and Education and Research, global learning opportunities, encourage exploring knowledge, partners competitive standards, excellence academically rigorous and socially with communities, supporting in learning, teaching and meaningful research on emerging access to wide spectrum of research. Ranked in top 1% economies, equity, equal academic teaching learning and opportunities. research
WITS TUKS UJ Medicine, mining, theatre, museu Veterinary, Science, Maths, Law, Engineering, Accounting, Social ms IT Sciences Changing your future by With zeal and perseverance I strive Service through knowledge challenging your mind towards the goal VOW (Voice of Wits) TUKS FM UJ FM Music Grey¡¯s Anatomy, Private Practice, 7de Laan Backstage Television ER ¡°Coalminer¡¯s Daughter¡± and ¡°The ¡°Invictus¡± ¡°Oh Shucks I¡¯m Gatvol¡± Flintstones¡± Did you know that the ¡®Taung Can¡¯t believe we just lost the Can¡¯t wait for the Easter break! Child¡¯ was killed by a large bird of Varsity Cup ¨C thanks for the WOOOHOOO! prey? awesome support guys!
1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
4. 3 Way Sort More established Younger OBSERVABLE Education icon New Identity Student Numbers (+/- 29 000 & 24 000) +/- 48 000 Lecturers (WITS: +/-1800 TUKS: 1 951) +/- 2 500 Steeped in history Lost history Academic and research excellence Not as strong PERCEPTIONS Home page content more academic based Home page news More established school cliques Mixed Full day attendance at varsity Fewer hours a day Intense tutorials Optional tutorials Communication message is academic excellence Diversity & Change
4. 3 Way Sort Rugby OBSERVABLE Soccer, Basketball 9 Faculties 5 faculties Arts Theatre, Conference Facilities Many facilities Afrikaans background English background PERCEPTIONS More politically conservative More liberal Social events extend to the community More internally focused Heading towards diversity and change Established
4. 3 Way Sort Johannesburg-based OBSERVABLE Pretoria No high performance sports facility They do have one Google Search Results (1,6 million and 1,4 million) 2,6 million PERCEPTIONS Shared resources to a limited degree Independent No real sense of leaving home to study Sense of independence Political exposure more prominent Very limited
1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
5. Content Analysis Inter-coder reliability of the Star and News 24 articles News24 ¨C ¡°UJ at Fault - applicants¡± - 0.48 The Star ¨C ¡°Chaos as varsity hopefuls try to enrol¡± ¨C 0.38 News24¨C ¡°UJ at Fault - applicants¡± - 0.63 The Star ¨C ¡°Chaos as varsity hopefuls try to enrol¡± ¨C 0.44
5. Content Analysis Acceptance Thematic analysis of Facebook Fan Page Association Supporting UJ rugby team Racial comments Enrolment Questions Education
1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
5. Communication Message TUKS WITS UJ Traditional, Afrikaans A world in one Orange but slowly becoming diverse High achievers A grand international Identity crisis institution Great student fun vibe Legacy Future vision Pride and diversity
7. Q&A THANK YOU

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UJ Brandscan Initial Research

  • 1. BRAND SCAN 14th April 2011 Kirsty Adams 200809450 Carmon Butler 200610366 Byron John 909705939 Ednah Nzombe 201017879 Linda Wilkins 200521226
  • 2. 1. INTRODUCTION (i) ¡®UJ¡¯ vs. ¡®WITS¡¯ vs. ¡®TUKS¡¯ (ii) Obituary (iii) Subjective Critique of Themes (iv) Mood Board (v) Brandscan (vi) Three-way Sort (vii) Content Analysis (viii)Communication Message
  • 3. 1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-way Sort 5. Content Analysis 6. Communication Message 7. Q&A
  • 4. educator empowerment negative Mentor and Diversity guidance Lack of identity
  • 5. 1. Obituary Critique 2. Mood Board Labour pains Growth Pains/Evolution Still finding their way Growth stage
  • 6. 1. Obituary Critique 2. Mood Board UJ as a Friend A ¡®help up¡¯ Guiding Light - Hope Helping us better our future
  • 7. 1. Obituary Critique 2. Mood Board Integration UJ as agent of Transformation Aspirations and hopes Empowerment Diversity (Key to success)
  • 8. 1. Obituary Critique 2. Mood Board Contributor to the upliftment of society UJ as Educator A place where we can reach Quality sacrificed for quantity Self pride our goals
  • 9. 1. Obituary Critique 2. Mood Board UJ Honesty Box Lack of communication Frustration/Registration Sacrificing academic excellence
  • 10. 1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
  • 11. 3. Brandscan First Impressions ·É·É·É¡­.
  • 15. WITS TUKS UJ 30,000 45,000 48,000 1896 1908 2005 English English & Afrikaans English & Afrikaans An education icon Committed to academic Finding a new identity, education excellence is my way forward My great grand parents were I come from humble beginnings I was born into an Afrikaans miners, and I have now become from an English background and family, then my mother died and an international liberal and have now become a ¡®bilingual my dad got remarried. trendy brand recognised in the giant¡¯ in our region medical and research field Freedom of enquiry, search for Excellent education, promote Striving for quality education, knowledge and truth. Centre for scholarships, flexible lifelong leading, challenging, creating and Education and Research, global learning opportunities, encourage exploring knowledge, partners competitive standards, excellence academically rigorous and socially with communities, supporting in learning, teaching and meaningful research on emerging access to wide spectrum of research. Ranked in top 1% economies, equity, equal academic teaching learning and opportunities. research
  • 16. WITS TUKS UJ Medicine, mining, theatre, museu Veterinary, Science, Maths, Law, Engineering, Accounting, Social ms IT Sciences Changing your future by With zeal and perseverance I strive Service through knowledge challenging your mind towards the goal VOW (Voice of Wits) TUKS FM UJ FM Music Grey¡¯s Anatomy, Private Practice, 7de Laan Backstage Television ER ¡°Coalminer¡¯s Daughter¡± and ¡°The ¡°Invictus¡± ¡°Oh Shucks I¡¯m Gatvol¡± Flintstones¡± Did you know that the ¡®Taung Can¡¯t believe we just lost the Can¡¯t wait for the Easter break! Child¡¯ was killed by a large bird of Varsity Cup ¨C thanks for the WOOOHOOO! prey? awesome support guys!
  • 17. 1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
  • 18. 4. 3 Way Sort More established Younger OBSERVABLE Education icon New Identity Student Numbers (+/- 29 000 & 24 000) +/- 48 000 Lecturers (WITS: +/-1800 TUKS: 1 951) +/- 2 500 Steeped in history Lost history Academic and research excellence Not as strong PERCEPTIONS Home page content more academic based Home page news More established school cliques Mixed Full day attendance at varsity Fewer hours a day Intense tutorials Optional tutorials Communication message is academic excellence Diversity & Change
  • 19. 4. 3 Way Sort Rugby OBSERVABLE Soccer, Basketball 9 Faculties 5 faculties Arts Theatre, Conference Facilities Many facilities Afrikaans background English background PERCEPTIONS More politically conservative More liberal Social events extend to the community More internally focused Heading towards diversity and change Established
  • 20. 4. 3 Way Sort Johannesburg-based OBSERVABLE Pretoria No high performance sports facility They do have one Google Search Results (1,6 million and 1,4 million) 2,6 million PERCEPTIONS Shared resources to a limited degree Independent No real sense of leaving home to study Sense of independence Political exposure more prominent Very limited
  • 21. 1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
  • 22. 5. Content Analysis Inter-coder reliability of the Star and News 24 articles News24 ¨C ¡°UJ at Fault - applicants¡± - 0.48 The Star ¨C ¡°Chaos as varsity hopefuls try to enrol¡± ¨C 0.38 News24¨C ¡°UJ at Fault - applicants¡± - 0.63 The Star ¨C ¡°Chaos as varsity hopefuls try to enrol¡± ¨C 0.44
  • 23. 5. Content Analysis Acceptance Thematic analysis of Facebook Fan Page Association Supporting UJ rugby team Racial comments Enrolment Questions Education
  • 24. 1. Obituary Critique 2. Mood Board 3. Brandscan 4. Three-Way Sort 5. Content Analysis 6. Communication Message 7. Q&A
  • 25. 5. Communication Message TUKS WITS UJ Traditional, Afrikaans A world in one Orange but slowly becoming diverse High achievers A grand international Identity crisis institution Great student fun vibe Legacy Future vision Pride and diversity
  • 26. 7. Q&A THANK YOU