Ashesi University (international Student) Brand Audit

Executive Summary Ashesi University needs to establish ways in which it could address its limited brand awareness in many parts of the African continent, with the help of its international students. This led to the need to understand the perceptions, attitudes and relationship of international students towards the brand of Ashesi. This would help in identifying sources of brand equity for Ashesi University, and opportunities in which the external relations office could use to promote brand awareness. This project therefore is a study of the perceptions and attitudes of international students t…