Brand Performance Survey in Universities of Uganda: Does Uganda Martyrs University Measure Up?

Abstract

The growing competition among institutions of higher learning has raised the need to be concerned about brand performance. Uganda Martyrs University (UMU) commits a lot of money towards marketing the University yet there has been concern that the current marketing strategies are not adequate enough to offer them the necessary publicity and awareness that it deserves. This survey was undertaken to understand how the UMU brand is performing within the framework of customer values and against competing brands. The survey adopted the 5As brand measurement system to examine brand performance metrics explained as brand awareness (recognition), acquaintance and association (Reputation), and allegiance and appraisal (Preference).

Using a selection of 15 universities, 16 districts in Uganda, and a sample of 320 respondents the cross-sectional survey design explored and examined UMU‘s brand performance on the metrics of recognition, reputation, and preference. The findings revealed that UMU is regarded number one as a faith-based institution and recognized for high moral standards in Uganda. It is also among the top five Ugandan universities with outstanding academic reputations. We recommend that UMU‘s Courses, marketing, publicity, and networking be adapted to the strength of faith recognition, moral standards and academic reputation.