A comparative study of the influence of brand awareness and brand image in the selection of a university of technology in KwaZulu-Natal

Abstract

Brand awareness and brand image have long played an integral role in a variety of sectors, particularly within the private sectors where billions of rands are invested to entice potential customers. Similar to private entities, public entities such as tertiary institutions equally invest in brand awareness campaigns and brand image. Taking this to account, this study aims to determine the influence of brand awareness and brand image in the selection of a University of Technology in KwaZulu-Natal among first-year students. The objectives of the study were to establish and identify the brand awareness and brand image attributes that entice first-year selection of University of Technology (UoT) students. The study also examined the biographic variables of those students. To achieve these objectives, a quantitative research method was adopted wherein questionnaires were administered to 500 Durban University of Technology (DUT) and Mangosuthu University of Technology (MUT) first-year students. The study revealed that topics such as the investments in brand awareness and brand image, safety and security, the calibre of staff, delays in academics programmes, student-lecturer relationships and service delivery were identified as factors that influenced the DUT and MUT participants in their selection and their willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention on branding strategies as an agendum to ensuring institutional profitability and viability, relationship management and human resource.