Comprehensive Institutional Brand Health, Perception, and Brand Equity Study

Virginia Tech’s Marketing and Brand office seeks a qualified research firm to execute a comprehensive, 360‑degree institutional brand health study. The effort will assess perception and brand equity across multiple stakeholder audiences, benchmark against peer institutions, and deliver actionable strategic recommendations. • Conduct discovery interviews, focus groups, and review existing brand data. • Design and field scientifically‑rigorous surveys for nine defined audience segments (students, alumni, faculty, prospects, community, etc.). • Perform brand‑health analysis, peer‑benchmarking against at least five comparable universities, and produce an executive presentation plus full written report.