Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands.

Introduction

Branding is increasingly being utilized to help provide universities with a competitive edge and attract prospective students (Stephenson et al., 2015). In this respect, universities and colleges are turning to branding as a means of differentiating