|The University of Johannesburg (UJ) has, once again, taken a strong lead as one of the coolest university brands in the Sunday Times Generation Next youth brand-preference survey, the largest preferred brand survey conducted in South Africa.|
The Sunday Times Generation Next 2014 youth brand-preference survey has given UJ the thumbs-up, placing it firmly in the limelight. UJ was rated second coolest university in South Africa. This is the fifth consecutive year that UJ was voted as one of the country’s coolest higher education brands, after the University of Cape Town.
UJ, with its previous, sometimes tongue-in-cheek advertising campaigns promoted the University’s status as a leader in tertiary education.
In its tenth year, the Sunday Times Generation Next Survey polled almost 6 000 young urban South Africans between the ages of 8 and 23.
The results of the survey give definitive and, at times, surprising insight into how young South Africans perceive and respond to consumer and corporate brands.
The breakdown in Generation Next Universities and Colleges category results is as follows:
1. University of Cape Town
2. University of Johannesburg
3. University of the Witwatersrand
4. University of South Africa
5. Rhodes University
6. University of Stellenbosch
7. University of Pretoria
8. Durban University of Technology
9. Boston College
10. University of Kwa-Zulu Natal
“The University is being recognised for everything universities stand for: academic excellence, cultural diversity, global credibility, stature, and freedom. In essence the UJ brand illustrates the holistic educational experience afforded by UJ and it seems that the kids, teens and young adults agree.”says Ms Lesmarie Bentley-Steyn, Senior Manager: Marketing and Brand Management, UJ.
The University’s new brand positioning– Art of Accomplishment, was launched earlier this year. The new marketing drive is set to once again up the ante and promotes the University’s status as a leader in tertiary education, building its reputation through storytelling and a more distinguished look and feel for excellence globally.
Ms Bentley-Steyn concludes: “The youth has become experts in dissecting brands and determining where they fit and what they stand for. With the kind of tools available to them in the form of the Internet, and global search and social networks through which they connect and communicate, every aspect of a brand – including that of UJ – can be, and often is, taken apart and analysed,”