Brand equity as they perceive it.
“our thinking around why we are interested in well regarded schools”
That’s always subjective. There’s “officially” no such thing but they used Purdue up front as an example where they perceive a strong brand equity.
That’s how I’m using it.
In their student’s case, I perceive IU as a much stronger brand.
It’s all subjective …we all perceive brand strength differently.
“Companies can build their brand equity by making their products memorable, easily recognizable, and superior in quality and reliability. Mass marketing campaigns also help to create and strengthen brand equity.
When a company has positive brand equity, customers willingly pay a high price for its products, even though they could get the same thing from a competitor for less. Customers, in effect, pay a price premium to do business with a firm they know and admire.”