Research-strengthened branding: Lessons from Duquesne University’s follow-on approach to brand

Gabriel Welsch, Patty Swisher and Tracy Jackson
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Gabriel Welsch: Vice President of Marketing and Communications, Division of Marketing and Communications, Duquesne University, USA
Patty Swisher: Assistant Vice President of Marketing and Communications, Division of Marketing and Communications, Duquesne University, USA
Tracy Jackson: Executive Director of Marketing, Division of Marketing and Communications, Duquesne University, USA

Journal of Education Advancement & Marketing, 2025, vol. 10, issue 2, 186-200

Abstract: Duquesne University’s Division of Marketing and Communication (DMC) has focused on building brand equity through disciplined research and data-driven adjustments. Brand equity in higher education encompasses perceived quality, loyalty, trust, and experiences associated with a university. Key indicators include awareness, reputation, loyalty and value perception. In 2020, Duquesne collaborated with Yes& | Lipman Hearne on a comprehensive brand equity study, gathering over 4,300 inputs to inform the brand messaging platform. The research identified key attributes valued by prospective students and their families. In 2024, Duquesne reinvested in testing its brand equity, categorizing the research as a capital expense to ensure future resources. Results showed increased net promoter scores and stronger agreement that key brand attributes accurately described Duquesne. Engaging internal and external stakeholders is crucial for fostering a cohesive brand identity, with specialized messaging for different groups. The DMC team carefully planned presentations for various campus constituents, focusing on relevant findings. Engaging alumni involves fostering pride and connection to the university’s achievements. For media and lawmakers, the university focuses on expert interviews and research that engage community issues. Duquesne tailors brand messaging to meet the needs of targeted audiences, to strengthen brand equity and to advance strategic goals. Lessons learned include the importance of contextual communication, capitalizing research expenses, engaging internal stakeholders, strategic messaging, and periodic testing to maintain relevance and effectiveness. This comprehensive approach has helped Duquesne maintain and improve strong brand equity, ensuring effective communication and engagement with all its stakeholders. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: brand equity; strategic messaging; net promoter score; research-driven (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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