Measuring brand health –Insights into Australian university performance

This study focuses on the revenue generation performance of Australian universities. To facilitate the analysis it applies a new objective long-term based performance measure called “University Brand Health Index” (UBHI) to measure the brand health of universities in Australia over the period 2004-2013. It compares the BHI erformance of the top Australian universities with those of the bottom performers. The findings show that the $217 million currently spent by universities on advertising, marketing and promotional expenses appears to have no statistically significant effect on brand health over the long-term and that universities brand health performance decreases as the market share increases. Possible reasons for these results are discussed.