Keck Graduate Institute (KGI) is a leader in graduate education focused on biotechnology, healthcare, and life sciences. To strengthen its brand presence and better understand stakeholder perceptions, the KGI Brand Resonance TMP team conducted a comprehensive brand resonance study. The objective of this project was to assess how KGI is perceived by key audiences, including alumni, current students, prospective students, faculty, staff, corporate professionals, and community members. Additionally, the survey aimed to elucidate the multivariate relationships among the measured constructs and provide data-driven insights to guide the Institute’s marketing and brand strategy.

To achieve this, the KGI Brand Resonance TMP team developed a survey incorporating validated brand perception measures, including the University Brand Personality Scale, Perceived Institutional Prestige, and Brand Resonance Model. These frameworks allow us to evaluate factors such as brand awareness, emotional connection, behavioral loyalty, and engagement with the institution.

The KGI Brand Resonance TMP team designed and tested the survey using Qualtrics to ensure clarity and reliability before launching distribution efforts. By collecting and analyzing this data, the aim was to identify KGI’s strengths and areas for improvement in branding and ultimately provide recommendations to enhance its positioning and engagement strategies.

The insights from this project have helped KGI refine its messaging, improve stakeholder engagement, and strengthen its overall brand resonance in the competitive landscape of higher education. This team’s findings will be instrumental in guiding KGI’s future marketing and outreach initiatives to attract and retain students while fostering a strong sense of community and institutional pride.