The identification and awareness level of students towards the new Nelson Mandela Metropolitan University's brand

• Main Author: Mpuya, Adeline Nkwimba
• Format: Others
• Language: English
• Published: Nelson Mandela Metropolitan University 2009
• Subjects: Corporate image
• Online Access: http://hdl.handle.net/10948/1024

In the past fourteen years, mergers and takeovers have represented a major dimension of corporate identity changes in South African institutions of higher learning. This treatise firstly describes and then explores if students identify themselves with the NMMU corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of NMMU students. Design: An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of surveys. In addition this treatise has referred to The Nelson Mandela Metropolitan University Brand Strategy (2007) document that was prepared by the brand manager, Karen Coetzee. Findings: The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the university. Limitations: This treatise has concentrated on the parent brand (NMMU). Furthermore, the sampling has been limited to students studying at NMMU (Port Elizabeth campuses). Significance: It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the new NMMU brand.