Formulating a Case for the “Brand Encapsulation Model” and its viability within the Higher Education Sector

Abstract

This study will make a case for the use of a new brand valuation model called the “brand encapsulation model”; this model will build upon research conducted by David Aaker and will be proposed for the higher education sector. A survey will include a presentation of a branded item and a non-branded item to prospective consumers of varying demographics. Perspective consumers will be asked which product they would likely consume. In order to prove the validity of the brand encapsulation model, the survey will require that all of the respondents choose the branded item.