AIESEC's brand equity at the University of Malta : with a focus of brand awareness and a sub focus on brand image

Abstract

Purpose - the purpose of this paper is to look into AIESEC's brand equity at the University of Malta, with a focus on brand awareness, and a sub focus on brand image. Design/methodology/approach - a single customized online questionnaire was put together to send to students mainly through registrar. The data was analyzed by looking into the results of the questionnaire, comparing AIESEC with other present youth organizations on the campus of AIESEC in Malta, as well as cross analyzing certain answers. Findings - the proposition found that although AIESEC has high brand recognition, and decent brand recall, along with positive associations and perceptions, and with respondents showing willingness to promote or get involved in AIESEC programs themselves, there are concerns of negative brand image and reputation which may be haltering AIESEC's brand in the University of Malta. Research Limitations/implications - there is no record of any output on the given topic in relation to AIESEC. There is a need for future research future research to be done in greater depth. Practical Implications - Although through the study shows that the brand equity is between average and high, especially when compared to other organizations of a similar nature, there is still much room for strengthening AIESEC's brand equity. For this, AIESEC should further focus on fewer but more powerful messages and communications, and greater appearances to enhance the strength of the brand. Originality/value - This study focuses on an aspect that is vitally important to AIESEC, but also to other organizations, as branding plays a key role in all fields and businesses. With an increase in competition, the competitive advantage lies in the strength of the brand.