University Brand Equity: Core and Supporting
A well-run event improves the whole faculty's reputation, not just the club's. It works the other way round too. Which is why how you greet a first-year at the door belongs on the job list.
A survey of 439 students put emotional environment among the five core dimensions of a university's brand — in the same group as the quality of the faculty.
- Perceived quality of facultyThe most important of the five. Not something a club controls.
- University reputationGrows when your work is talked about beyond the university.
- Emotional environmentThe sense of belonging. Here you act directly and almost without money.
- Brand loyaltyThe university's dimension: you contribute, you do not own it.
- Brand awarenessThe university's too. Say that out loud before the report to the rector's office.
Make a two-column list: left, everything the club does for visibility; right, everything it does so a new person feels they belong. If the right column is shorter, put one person in charge of making sure every newcomer gets a personal message, by name, within a week.
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