Institutional Brand and Parental Influence on College Choice
A Noel-Levitz psychographic study
Can we measure the influence of brand on college choice?
The concept of brand has crept into many areas of the American economic landscape, and college has been no exception. The ascension of U.S. News & World Report rankings, the widespread visibility of collegiate athletic brands, the power of traditional college brands such as the Ivy League or flagship state universities...these are just some of the many factors that influence college brand. But how much does that brand influence students? Noel-Levitz conducted a study of high school juniors and seniors to explore how brand influences their choice of college.
As institutions of higher education report increasing involvement of parents guiding the college choice process, we set out to also understand more about parental roles and behaviors. This report details the characteristics that differentiate brand-influenced students from students who are not as influenced by brand, as well as students who are more highly influenced by their parents versus those who have less parental influence over their college choice. These findings can help colleges understand which student segments are more likely to be influenced by brand or by parents and tailor their messages accordingly.
