The Business of Branding

Expressing compelling messages about your school and doing so to audiences globally from a prospective 16 year-old undergraduate to a 60 year-old chief executive is enormously challenging. 

The study provides data, insight and analysis to help schools improve their branding and marketing activity, understanding what differentiates them from competitors, perceptions of international study destinations and how best to meet student, staff and corporate demands.

The latest study, published in association with EFMD in the Autumn of 2020, found that despite the pandemic and the political upheaval, the USA and the UK remain the most popular study destinations with both Canada and Singapore rising rapidly. Australia, Germany, Spain, Switzerland, the Netherlands and France fill the remaining places in the top 10. The rise of Singapore is no doubt in part due to perceptions of its positive handling of the pandemic, but may also be down to uncertainty over studying in Hong Kong. Canada is benefiting from decisions in the USA that are perceived negatively by international students, but also its long standing offer for graduates to be able to work in the country after completion of their studies is attractive.

To take part in the next round of The Business of Branding, which will go live in February 2022, and get insights specifically for your business school as well as the global report, get in touch with us at

Target Audiences: current students, faculty and professional staff.

Timeline: survey goes live in February 2022.

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