RFP 218672705 Comprehensive Institutional Brand Health, Perception, and Brand Equity Study

Virginia Tech Marketing and Brand Office is seeking a qualified research firm to conduct a comprehensive, 360‑degree institutional brand health, perception, and brand equity study. The study will assess how the university’s brand is perceived by internal and external stakeholders, identify strengths and weaknesses, and provide actionable recommendations to enhance brand positioning and reputation. This effort supports strategic planning and marketing initiatives across the institution. • Deliver a full‑scale brand health assessment covering awareness, perception, loyalty, and equity metrics. • Conduct quantitative surveys and qualitative focus groups with students, faculty, alumni, donors, and community members. • Provide detailed analysis, visual dashboards, and a final report with strategic recommendations and implementation roadmap.