The Short and Long-Term Impact on a University’s Brand Reputation

A university’s brand reputation can be described as the way in which outsiders perceive an institution’s identity, character and message.  

Having a strong brand reputation can help a university stand out from the competition and attract talented staff, students and stakeholders.  

There are many factors that can strengthen the branding of an institution, from choice of marketing imagery, design and message to academic prestige and strength in particular areas of the higher education experience.  

Since 2020 coronavirus pandemic has been an incredibly challenging time for both staff and students, with both demographics facing significant changes including a rapid transition to online learning and international travel restrictions disrupting study abroad plans.  

The way in which a university has supported its current and prospective students, as well as academic and non-academic staff, will have a significant impact on how that institution is perceived.  

Although a university’s brand reputation can be affected in the short term by its response in a crisis, its long-term reputation is also heavily tied up in its performance in university rankings and ratings.  

Global Student Centre’s In country representation and Marketing provides institutions with insights into their Regionally perceived academic performance and how they are also perceived among regional employers, two factors that contribute to a university’s overall brand reputation.   

For example, according to the 2021 ISS, both employee reputation and academic performance play a significant role in a student’s decision to attend a university.  

The data revealed that 56% of respondents look for a high graduate employment rate when assessing an institution’s graduate outcomes. 

CategoriesInternational Education Study

Why Study in the United Kingdom

Why Study in the United Kingdom

World renowned universities

Degrees from UK higher education providers are respected around the world, and the choice of subjects you can study is extensive. A degree from any British university will look great on a CV, and when looking for work in the future, no matter the industry and the location, having a qualification from the UK will be a great selling point.

British higher education providers are recognised internationally for their creative and challenging environments, that help push students to be their best. Their standards are highly regarded, with experts on many academic topics, and they’re generally high in internationally university rankings.

The British higher education system has been the basis for higher education standards around the world for a long time, with revolutionary teaching styles and modern facilities.


The United Kingdom is multicultural

The UK is a multicultural country and is also immensely popular with international students. In fact, the UK is the second most popular destination for overseas students in the world.

This diversity means our campuses are alive with different cultures. You can mix with people from around the world and learn so much more than just what you are studying on your degree.


Brilliant work opportunities

Generally, an international student can work up to 20 hours a week during term-time, and ten hours when school is out. This allows students to take on a part-time job or an internship, to learn new skills and earn money while studying.

Your university may even help you secure an internship as part of your course, which will most certainly give you a competitive edge when you graduate.

The UK Government has also announced a new post-study visa that will allow international students who graduate from the summer of 2021 to stay and work in the UK for a further two years


Financial benefits

International students can enjoy some financial benefits when choosing the UK.

Firstly, a degree in the UK takes less time to complete than in other countries. In many countries it takes four years, plus two or three extra years to complete a postgraduate degree. In the UK it takes three years for an undergraduate degree and then one extra to complete a postgraduate qualification (unless you are a medical or research student).

International students can also get financial help when studying in the UK, in the form of scholarships, grants and bursaries.  Furthermore, living costs in the UK, especially when outside of cities like London, are reasonable.

Research the area before applying to the university to better understand the prices, but generally, entertainment, food, and rent is cheaper than the US.


Unique culture

If you decide to study in the UK, you won’t be bored, there is always something to do no matter your interests are. The UK is a unique country, filled with many families with roots from around the world. This leaves the UK with a unique mix of different cultures, food, and interests. You will not just learn about British culture, but from people from other countries and cultures too.

No matter what part of the UK you move to, you will find a mix of restaurants, nightlife, shops, and sporting activities to keep you interested. The Brits love to visit art galleries, bars, concerts, and open-air markets – so you will always find something to entertain yourself with outside of class hours.


CategoriesInternational Education

What do prospective international students consider when choosing an institution?

As part of Global Student Centre annual research, we reviewed prospective international students on what factors play a role in their decision-making process.


Nearly a third of prospective students interested in studying in the UK viewed the option of multiple intakes as an important factor when selecting a course.  

The majority of students usually enrol at their chosen university in September, however travel restrictions due to ongoing COVID-19 measures in their home countries or lengthy visa processing may force some students to delay their plans for international study. 

It is clear that universities are divided on this issue, with some of the belief that having multiple intakes makes it easier for students to enrol with their institution at the time of year which best suits their needs, while others opting to avoid the logistical challenges and complexities that managing multiple intakes brings. 


62% of prospective students interested in studying in Australia and New Zealand placed ‘affordability’ in their top five most important factors in course selection, making it the single most important factor for them this year.  

This may reflect the severe economic challenges caused by the pandemic, with some prospective students no longer having the same level of financial security that they once did, increasing their price sensitivity. 

This insight is evidence of increasing levels of price sensitivity – particularly when choosing a course – which may need to be offset with increased flexibility around tuition fees, the provision of scholarships and a robust range of student support services to help students manage the financial aspects of their student life, such as employment and housing. 

Environmental impact and social responsibilities 

77% of candidates interested in studying in the EU said that they expect universities to be doing more to further the sustainability agenda and combat climate change. 

The next generation of students increasingly expect universities to take an active role in supporting their local communities and the societies in which they operate. There is also an expectation that the higher education sector is at the forefront of developing new technologies to help us all live more sustainably.  

Universities need to ensure they are communicating, as well as improving their sustainability activities across a range of areas. This includes the reduction of single-use plastics and introducing energy efficiency measures to help accelerate progress towards becoming carbon neutral. 

The opinions of others 

69% of candidates interested in studying at an institution in Australia or New Zealand will speak to their parents about their study options, with 60% claiming their parents have ‘a lot of’ or ‘a fair amount of’ influence on their decision-making. 

Deciding which university to attend can be challenging, but this process is made ever more complex when the decision is made to study abroad. Not only do prospective international students have to decide which university to attend, but also assess the employment, safety and logistics of studying in a particular country – all from a distance. Therefore, it is not uncommon for candidates to discuss their options with multiple people, including family, agents and representatives from the institution they are interested in.  

Institutions might consider how they adapt and prioritise their marketing efforts to target these non-student groups who all have the power to influence student decision-making.