Brand Health

Challenge

With increasing regional competition and declining reliance on traditional markets, Western Sydney University sought to boost brand awareness and drive consideration among Southeast Asian students. Ahead of launching a new campus in Indonesia, they needed to assess how their brand was perceived and identify levers to grow their presence in the region.

Our Approach

ADNA conducted a large-scale quantitative study across five Southeast Asian markets using a dual-audience methodology—capturing both prospective students and their parents via mobile-optimized surveys.

✅ N=8,748 respondents in 5 countries

✅ Segmented analysis for students vs. parents

✅ Deep dive into awareness, appeal, drivers & barriers

✅ Conversion funnel insights: Awareness → Consideration

✅ Custom priority matrix by market

Outcome

📣 Awareness ranged from 1 in 6 to 1 in 4, strongest in the Philippines

🤝 Consideration conversion (from awareness) reached up to 50% in some markets

🎯 Key drivers identified: “Top 2% worldwide”, “Value for Money”, “Diverse Student Body”

💡 Key communication gaps: Cost of living in Sydney, lack of perceived additional value

📌 Strategic input provided for messaging, campaign planning & market prioritisation