Abstract:
A brand is a social construct that is formed by society in all of its different spheres (Klopper & North, 2011). In simpler terms, this means that any brand and its identity are formed by how the consumers perceive it. Brands are often exposed to external environmental factors that they have no control over and might negatively influence their brand image. The aim of this study as mentioned in the title was to understand how an external environmental factor like “Day Zero” can impact the University of Cape Town’s (UCT) brand image through the possible decision of enrolled students leaving the university as a result. The objectives of this study were to determine the influence of “Day Zero” on the student decision making process to continue their studies at UCT and secondly, how the above decision of students will affect the overall brand image of UCT through ranking of the university. By making use of qualitative research, the purpose of the study is to determine whether “Day Zero” will have an incremental impact on the decision of students to continue their studies at the university. The small scale qualitative study includes seven semi-structured interviews of members that fit into the target audience as well as a small sample of surveys. Key findings and insights of this research study is found from both primary and secondary research. This enabled the researcher to make reasonable recommendations for the brand of UCT and for future research.
