Project Report

Eng105 Reason of students attraction towards NSU
1

Introduction

A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a
specific product, service, or business.

A legally protected brand name is called a proprietary
name.
The common misperception of graduates is that it matters what you learn. While this is true for
those people pursuing their own business or personal development, it is simply not true for
career seekers. This means that the degree means far more than what you learned or what kind
of person you are. The brand you represent matters more than what you learn or do in
school. Just get the right degree from the right institution and be well connected when you
graduate.

NSU is one of the leading private universities in Bangladesh. Students and their parents are
often choosing NSU over other private universities as well as public universities. The main
purpose of this research is to identify the real reason behind choosing NSU. Weather students
have good idea about the quality of education in NSU or they just fall for the brand name that
NSU has.

2

Background
Relationship between trademarks and brand
The brand name is quite often used interchangeably within "brand", although it is more
correctly used to specifically denote written or spoken linguistic elements of any product. In
this context a "brand name" constitutes a type of trademark, if the brand name exclusively
identifies the brand owner as the commercial source of products or services. A brand owner
may seek to protect proprietary rights in relation to a brand name through trademark
registration. Advertising spokespersons have also become part of some brands, for example:
Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. Local Branding is usually
done by the consumers rather than the producers.
Types of brand names
Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM
Descriptive: Names that describe a product benefit or function like Whole Foods or
Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's
Pieces or Dunkin' Donuts
Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people like Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds
of ad execs like Betty Crocker

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Brand identity
A product identity, or brand image are typically the attributes one associates with a brand, how
the brand owner wants the consumer to perceive the brand - and by extension the branded
company, organization, product or service. The brand owner will seek to bridge the gap
between the brand image and the brand identity. Effective brand names build a connection
between the brand personalities as it is perceived by the target audience and the actual
product/service. The brand name should be conceptually on target with the product/service
(what the company stands for). Furthermore, the brand name should be on target with the
brand demographic. Typically, sustainable brand names are easy to remember, transcend
trends and have positive connotations. Brand identity is fundamental to consumer recognition
and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However,
over time, a product's brand identity may acquire (evolve), gaining new attributes from
consumer perspective but not necessarily from the marketing communications an owner
percolates to targeted consumers. Therefore, brand associations become handy to check the
consumer's perception of the brand.
Brand identity needs to focus on authentic qualities - real characteristics of the value and brand
promise being provided and sustained by organizational and/or production characteristics.
Visual Brand Identity
The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of
the first visual identities to integrate logotype, icon, alphabet, color palette, and station
architecture to create a comprehensive consumer brand experience.
The recognition and perception of a brand is highly influenced by its visual presentation. A
brands visual identity is the overall look of its communications. Effective visual brand identity is
achieved by the consistent use of particular visual elements to create distinction, such as
specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark,
or logo. In the United States, brand identity and logo design naturally grew out of the
Modernist movement in the 1950s and greatly drew on the principals of that movement
simplicity (Mies van der Rohes principle of "Less is more") and geometric abstraction. These
principles can be observed in the work of the pioneers of the practice of visual brand identity
design, such as Paul Rand, Chermayeff & Geismar and Saul Bass.
Individual and Organizational Brands
There are kinds of branding that treat individuals and organizations as the "products" to be
branded. Personal branding treats persons and their careers as brands. The term is thought to
have been first used in a 1997 article by Tom Peters. Faith branding treats religious figures and
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organizations as brands. Religious media expert Phil Cooke has written that faith branding
handles the question of how to express faith in a media-dominated culture. Nation branding
works with the perception and reputation of countries as brands.
History
The word "brand" is derived from the Old Norse brandr, meaning "to burn." It refers to the
practice of producers burning their mark (or brand) onto their products.
Although connected with the history of trademarks and including earlier examples which could
be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at
Pompeii), brands in the field of mass-marketing originated in the 19th century with the advent
of packaged goods. Industrialization moved the production of many household items, such as
soap, from local communities to centralized factories. When shipping their items, the factories
would literally brand their logo or insignia on the barrels used, extending the meaning of
"brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's first
trademark. Lyles Golden Syrup makes a similar claim, having been named as Britain's oldest
brand, with its green and gold packaging having remained almost unchanged since 1885.
Cattle were branded long before this; the term "maverick", originally meaning an unbranded
calf, comes from Texas rancher Samuel Augustus Maverick who, following the American Civil
War, decided that since all other cattle were branded, his would be identified by having no
markings at all. Even the signatures on paintings of famous artists like Leonardo Da Vinci can be
viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced goods and
needed to sell their products to a wider market, to customers previously familiar only with
locally-produced goods. It quickly became apparent that a generic package of soap had
difficulty competing with familiar, local products. The packaged goods manufacturers needed to
convince the market that the public could place just as much trust in the non-local product.
Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first
products to be 'branded', in an effort to increase the consumer's familiarity with their products.
Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish
illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark advertising.
This was an early commercial explanation of what we now know as branding. Companies soon
adopted slogans, mascots, and jingles that began to appear on radio and early television. By the
1940s,
[21]
manufacturers began to recognize the way in which consumers were developing
relationships with their brands in a social/psychological/anthropological sense.
5

From there, manufacturers quickly learned to build their brand's identity and personality (see
brand identity and brand personality), such as youthfulness, fun or luxury. This began the
practice we now know as "branding" today, where the consumers buy "the brand" instead of
the product. This trend continued to the 1980s, and is now quantified in concepts such as brand
value and brand equity. Naomi Klein has described this development as "brand equity
mania".
[12]
In 1988, for example, Philip Morris purchased Kraft for six times what the company
was worth on paper; it was felt that what they really purchased was its brand name.
Marlboro Friday: April 2, 1993 - marked by some as the death of the brand
[12]
- the day Philip
Morris declared that they were to cut the price of Marlboro cigarettes by 20%, in order to
compete with bargain cigarettes. Marlboro cigarettes were notorious at the time for their
heavy advertising campaigns, and well-nuanced brand image. In response to the announcement
Wall street stocks nose-dived
[12]
for a large number of 'branded' companies: Heinz, Coca Cola,
Quaker Oats, PepsiCo. Many thought the event signalled the beginning of a trend towards
"brand blindness" (Klein 13), questioning the power of "brand value".
Party School
A party school is a college or university that has a reputation for heavy alcohol and drug use or a general
culture of licentiousness. The best-known list of alleged party schools is published annually by The
Princeton Review. The magazine Playboy also releases a list of party schools on an irregular basis. Many
schools bristle at the party school label, and the lists have been condemned by groups such as the
American Medical Association for promoting dangerous behaviour.
The Princeton Review
The Princeton Review bases its "Top Twenty Party Schools" list on "a combination of survey
questions concerning the use of alcohol and drugs, hours of study each day, and the popularity
of the Greek system". The 200910 rankings were contained in The Princeton Review's book
The Best 371 Colleges and were based on responses from 122,000 students at those 366
schools. Topping the 200910 list was the Pennsylvania State University, followed by the
University of Florida (first place in 2008-2009), University of Mississippi, University of Georgia,
and Ohio University. A very large factor in the University of Mississippi's high ranking was its
No. 2 ranking in "Major Frat and Sorority Scene" - not a factor in Playboy's rankings. Ole Miss
has one of the nation's largest public university percentages of undergraduates in a social
fraternity or sorority, though that percentage is only about a third of all undergraduate
students.
The Best 371 Colleges also contains a list of "Stone Cold Sober" schools, led by Brigham Young
University.
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The magazine Playboy has published a list of party schools four times: in 1987, 2002, 2006 and
2009. The 1987 list included forty schools, with sixteen honourable mentions; California State
University, Chico ranked first, a distinction that, according to the magazine, some students
considered a burden. In 2002, the list featured twenty-five schools and ten honourable
mentions and was topped by Arizona State University. The University of WisconsinMadison
placed first among ten schools in 2006, and in 2009, the University of Miami gained the top
spot out of 25, ranking highest in the "brains" category, as well as in the "bikini" category.
It is widely believed that Playboy released additional lists of party schools in the past, but this
claim has been debunked by Snopes.com. Playboy did describe the University of Wisconsin as
"the party school" in a September 1968 issue, and deemed the University of California, Los
Angeles "tops in campus action" in 1976. However, the magazine did not actually rank schools
until January 1987. McGill University, in Montreal, is the only Canadian school to have made the
list. In 2009, Playboy announced it'd make the list an annual feature in the magazine.

Criticism of party school lists
In 2003, the American Medical Association requested that the Princeton Review remove the
party school rankings from its college guides. Dr. Richard Yost, director of the AMA's Office of
Alcohol and Other Drug Abuse, said, "The Princeton Review should be ashamed to publish
something for students and parents that fuels the false notion that alcohol is central to the
college experience and that ignores the dangerous consequences of high-risk drinking. College
binge drinking is a major public health issue and a source of numerous problems for institutions
of higher learning." The accuracy of The Princeton Review's rankings has also been questioned,
especially with regards to the larger schools. Experts argue that the sample size of students
surveyed at each college (three hundred students, on average) is not enough to provide a
truthful depiction of student behaviour. "It's positively unscientific," said Dr. Henry Wechsler of
the Harvard School of Public Health College Alcohol Studies Program.
Administrators, professors, and many students at so-called "party schools" have tried to
disassociate themselves from the rankings. For example, West Virginia University president
Michael Garrison refused to give interviews about his school's appearance in the 200708
Princeton Review list. "I've talked to thousands of our students over the weekend and during
the first days of classes. Their concerns are with their education, with their futures, and with
the great year we have ahead at WVU," he said in a prepared statement
There are few more sobering online activities than entering data into college-tuition calculators
and gasping as the Web spits back a six-figure sum. But economists say families about to go into
debt to fund four years of partying and carousing, as well as studying and learning, can console
themselves with the knowledge that college is an investment that, unlike many bank stocks,
should yield hefty dividends.
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A 2008 study coauthored by Harvard economists Claudia Goldin and Lawrence Katz notes that
the "labour-market premium to skill"or the amount college graduates earned that's greater
than what high-school graduates earneddecreased for much of the 20th century but has
come back with a vengeance since the 1980s. In 2005, the typical full-time year-round U.S.
worker with a four-year college degree earned $50,900, 62 percent more than the $31,500
earned by a worker with only a high-school diploma, according to the College Board's annual
College Pays study. Annualize that over a lifetime, and a 2007 college grad will have an extra
$800,000 ($450,000 in current dollars) to spend, compared with a high-school grad. "With
college as an investment, you're looking at 15 to 20 percent annual rates of return over your
lifetime," Katz says. College alumni reap other socioeconomic benefits, according to the College
Board. Compared with adults who possess only a high-school diploma, they're more likely to
have jobs with health insurance, to exercise more and to smoke less. (On the debit side, my
informal surveys show that college grads are also more likely to wear goofy-hooded college
sweatshirts well into their 40s).
There's no question that going to college is a smart economic choice. But a look at the strange
variations in tuition reveals that the choice about which college to attend doesn't come down
merely to dollars and cents. Does going to Columbia University (tuition, room and board
$49,260 in 200708) yield a 40 percent greater return than attending the University of Colorado
at Boulder as an out-of-state student ($35,542)? Probably not. Does being an out-of-state
student at CU-Boulder yield twice the amount of income as being an in-state student ($17,380)
there? Not likely.
No, in this hyper-consumerist age, most buyers aren't evaluating college as an investment, but
rather as a consumer productlike a car or clothes or a house. And with such purchases, price
is only one of many crucial factors to consider.
You're sceptical? Consider the terminology. College advisers speak of schools' having images
and brands. Parents take their children to "check out" schools. Consultants function like
personal shoppers. "Part of our process is educating families about which schools are going to
be the best fit for the students," says Katharine Cohen, president of Ivy Wise, a New York-based
educational-consulting firm. On campus tours, there's very little discussion of how much
graduates can expect to earn (except perhaps at places like the University of Pennsylvania's
Wharton School) and a lot of discussion about the amenitiesclass size, dorms, cafeterias,
librariesand the overall "experience."
As with automobiles, consumers in today's college marketplace have vast choices, and people
search for the one that gives them the most comfort and satisfaction in line with their budgets.
This accounts for the willingness of people to pay more for different types of experiences (such
as attending a private liberal-arts college or going to an out-of-state public school that has a
great marine-biology program). And just as two auto purchasers might spend an equal amount
of money on very different cars a Prius and a Jeep Grand Cherokee cost about the same
college students (or, more accurately, their parents) often show a willingness to pay essentially
the same price for vastly different products. The tuition for Bowdoin (a small liberal-arts college
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in southern Maine) and North-western (a Big Ten university outside Chicago) are roughly
equivalent.
So which is it? Is college an investment product like a stock or a consumer product like a car? In
keeping with the automotive world's hottest consumer trend, maybe it's best to characterize it
as a hybrid: an expensive consumer product that, over time, will pay rich dividends.

9

Area of research

The areas that I wanted to cover were besically why students study at NSU and how its 'Brand
Name' have an impact on students. My goal was to find out how many of the students in
Bangladesh were familiar with NSU's Brand name. In order to get a broader view on this
subject, I studied the basics like- What is a brand name, what party universisies, why people
went for universities etc. The main reason I wanted to do this research was to find out a
students point of view with the brand name of NSU. My study even revealed how NSU has an
affect on a students expectations and his or her social life.. I discovered how students were
infuencend by their parents, friends, teachers to get admitted in NSU.

10

Hypothesis

From my research, I was hoping to find that parents are interested to enrol their kids to NSU
because of its quality of education. I believed most of the students are attracted toward NSU
because of its brand name. fresh students have no idea if the education standard in NSU unless
they registerd in.. From my findings I found there were actually a considerable number of
students who think than they will get a better job just because they are students of NSU. but
they have the idea about the standerd of education befor admitting in NSU.Thus my hypothesis
were proven wrong.

11

Methodology

Sources
The data collection is entirely of Primary method. This survey involved students of Different
private universities. The secondary resources consist of theoretical knowledge about the
definition of brand mane and the basics. The secondary sources were mostly collected from
websites and books.

Methods of collecting primary data
In order to prepare this report, a survey was conducted among the students of NSU. The series
of methods followed in this investigation to collect the primary data. They are represented
below in sequence for convenience:
1. The investigation was carried out using Survey Questionnaire procedure.
2. Due to immensity of the topic, yet presence of subtle time limitation did not allow the
Inclusion of other universities.
3. A series of 30 questionnaires was distributed among the students of NSU.
4. The survey sample added up to 29, among them 17 were male and 12 female.
5. The survey found 22 student think they will get a better job because they are from NSU out
of 50.

Methods of collecting secondary data:
For my secondary data I took help from books and articles related to Brand names and party
universities. Besides books and articles I browsed many websites regarding university brand
names and found the websites to be very helpful

12

Primary data presentation and analysis
I did my survey over 29 students where 17 were male and 12 were female..
For my primary research i surveyed 29 students.
Among them 17 were male students
12 were female students
Age group is 18-24
22 of them think they will get their perfect job because they are the students of NSU

The description and analysis of each question that was included in the survey are shown below:

Description:
From this question I want to find out what impact the students have of their education over their way of
thinking. Among the 29 students, most of them are from HSC medium.
Analysis:
That pie chart indicates that 65.52% of students are from Bengali medium so I can say Bengali medium
students point of view will be highlighted in this research paper.
65.52
34.48
Q1. What is your previous educational
background?
HSC
O Lavel
13

Description:
From this question I want to find out what percent of students are really wanted to study in
NSU. Among the 29 students, 21 of them did not appear in other university admission test
exam.
Analysis:
That pie chart indicates that 72.41% of students appeared only in NSU admission exam where
the remaining 27.59% did tried for other universities as well.

Description:
From this question I wanted to find out how many universities they tried to get an admission
before joining NSU.
Analysis:
According to the 25 students, 51.72% tried for 1 to 3 universities. 20.69% students tried 4 to 6
universities. 13.79% students were went for more than 7 universities before enrolling in NSU.
72.41
27.59
Q2. Did you give your admission exam
to any other university?
Yes
No
51.72
20.69
13.79
3Q. If yes, then how many universities did
you apply for?
1 to 3
4 to 6
7+
14

Description:
I asked this question to know are the students are happy with the education quality or they
prefer to study abroad.
Analysis:
17 students (58.62%) wanted to go abroad for higher study where 12 students (41.38%) think
NSU is best for them.

58.62
41.38
Q4. Did you want to apply abroad for the
higher education?
Yes
No
15

Description:
I asked this question to know is the students informed about of NSU before joining in or they
join NSU for some other reasons.
Analysis:
72.41% students actually know about north south university before get admitted. 10.34%
students joined NSU because their friends were here!

72.41
17.24
10.34
Q5. Did you have any idea about NSU before
joining in?
Yes
No
I joined because my friends were
here
16

Description:
I asked this question to know what type of students they are. Are they regular students or they
joined NSU just to have party.
Analysis:
Majority of students (75.86%) took usual load, 3 to 4 courses. 13.79% of students were party
students who took 1 to 2 courses every semester.

13.79
75.86
10.34
Q6. How many courses do you take on average,
in every semester?
1 to 2
3 to 4
4+
17

Description:
This is the most important question of all. I asked this question to know why students get their
admission to NSU. Is it the brand name of the university or is it the education quality?
Analysis:
18 students (62.07%) joined NSU because of its excellent quality of education where 7 students
(24.14%) admitted themselves in NSU just because of it Brand Name. Rest of them join NSU
because of peer pressure.

24.14
62.07
20.69
Q7. For what reason did you get admitted to
NSU?
Brand Name
Quality Education
Peer Pressure
18

Description:
This question helped me to find out what students think of NSUs education quality after joining
NSU.

Analysis:
41.38% students said that they are not sure about the education quality. Moreover, 20.69%
students think that NSU could not provide the quality education as per the expectation needs.

37.93
41.38
20.69
Q8. Do you think that NSU could provide the
quality education as per the expectation needs?
Yes
I am not sure
No
19

Description:
What students think about their own university?
Analysis:
48.28% students (14 out of 29) think NSU is better than public universities. Other 51.72% (15
out of 29) thinks that public universities are better than NSU.

48.28
51.72
Q9. Do you think NSU is better than public
universities?
Yes
No
20

Description:
I asked this question to know are the students are happy with the education quality or they
prefer to transfer their credit completed.
Analysis:
13 students (44.83%) say yes, where 16 students (55.17%) think NSU is best for them.

44.83
55.17
Q10. Do you want to have a credit transfer to
other university?
Yes
No
21

Description:
Thats another interesting question. I ask this question to know the expectation of the students
from NSU. And I have got obvious results.
Analysis:
48.28% students think NSU student- tag will help them to get their dream job! Only 24.14%
said than they have to fight for their own meal. Education matters, institution does not matter.

48.28
24.14
27.59
Q11. Do you think that you could attain the
perfect job because of the brand name as a
NSU student?
Yes
No
Surely it will help
22

Description:
I asked this question to know what the students points of view are regarding the branding of
NSU.
Analysis:
18 students (62.07%) want NSU to have an intensive promotion to increase the brand name.
where 1 student (31.93%) thinks NSU is already a brand name that everyone knows about.

62.07
31.93
Q12. Do you believe that NSU should have an
intensive promotion to increase the brand
name?
Yes
No
23

Description:
I asked this question to know what students think about the new campus of north South
University.
Analysis:
22 students (75.86%) out of 29 consider NSU a better place to study because it has its own
campus. 17.24% students do not consider this as an advantage. 6.9% student have different
point of view.

75.86
17.24
6.9
Q13. NSU is a better place to study because it
has its own campus now?
Yes
No
Others
24

Description:
I asked this question to know why student consider NSU as the best private university in
Bangladesh.
Analysis:
44.83% students consider NSU a better private university because of its pool of qualified
faculties.24.145 think NSU is better because it has its own campus. 17.24% consider student
activities as a reason and 13.79% students think NSU is better because it has smart classmates
to do classes.

44.83
17.24
24.14
13.79
Q14. NSU is better than other private
universities because of-
Its pool of faculties'
Student activities
New Campus
Smart Classmates
25

Description:
That is another question where I got surprising answers. I asked this question to know are
students happy to pay more in order to get a degree from NSU?
Analysis:
Majority of students (14 out of 29) feel that NSU is charging them more just because of its
brand name.6 out of 29 feel that the NSU brand name is one of the reason for charging higher
education fees that other private universities.

48.28
31.03
20.69
Q15. Do you think NSU is charging students
more just because of its BRAND NAME?
Yes
No
Its one of the reason
26

Secondary data presentation and analysis

My research topic is so unique that I could not find any secondary data. Although I read some
articles and browse some web sites to get some idea about brand name and branding. With the
help of these data, I tried to find out what people think about the brand name of north south
university.
Brand is the image of the product in the market. Some people distinguish the psychological
aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all
points of contact with the brand and is known as the brand experience. The psychological
aspect, sometimes referred to as the brand image, is a symbolic construct created within the
minds of people and consists of all the information and expectations associated with a product
or service.
A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in
the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is
the identification of a brand without the name of the company present.

27

Limitation

While conducting the investigation, series of restrictions were realized related mostly to
students. These limitations tend to decrease the fairness of the report and reduce effectiveness
at some places. Most of the limitations are mentioned below-

1. Some of the questionnaires were kept for several days.
2. Some questionnaires were filled up reluctantly by the students.
3. As the topic of my research is very new , alot of students did not know what to answer.
4. The sample number for the survey is small resulting from above constraints.
5. Interviewing students were more difficult as it involves more detailed eexplanations and
no anonymity.
6. If more time was given I would have surveyed students from other universities as well
like- BRAC and East West University.
7. Time was one of the major constraints for conducting this research as I needed more
time to survey a large sample of students.

28

Conclusion

This research was really close to my heart because I always wanted to know why students join
any specific university. I wanted to do this research work because I knew there were more
people like me who will want to know why they are studing at their respective universities.
Although the findings of the research paper suggest the hypothesis to be incorrect, however,
there are several other ways to find a better and more accurate result of this issue. This is an
issue which should be taken further for consideration as more and more students are starting
their higher education without even knowing why they are doin it.

This research could be taken further by understanding how something like university brand
name can a have an affect on a students relationship with others and the role of the teachers
and parents. The purpose of my research was to enlighten every student of NSU. As I have
mentioned earlier every student should have clear idea about an university befor joinging in.

This report ends on this note and hopefully this research on students point of view towards the
brand name of North South University will be worth the purpose for which it has been
conducted.

29

References

1. Gross (2008, August 17). Brand Name or Investment? Newsweek Magazine. Retrieved from
http://www.newsweek.com/id/154374
2. Math is the Foundation of Science. Teaching Mathematics. Retrieved from
http://www.teachingmathematics.org/brandnameuniversities.html
3. The National Conversation. The National. Retrieved from
http://www.thenational.ae/apps/pbcs.dll/article?AID=/20100414/OPINION/704139958/1080
4. Party School. Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Party_school

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Eng105 Reason of students attraction towards NSU

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