The "WHY UNB" Project

Message from the President

Dear Friends,

The University of New Brunswick has worked hard to establish itself as a major contributor to the province, the country and the world. Through its dedication to teaching and research the university has impacted the lives of countless individuals since its founding in 1785.

Today, the university competes with academic institutions across the country and around the globe. Given this dynamic environment, it is increasingly important for us to express a single, compelling voice in everything we do.

A brand positioning program involves the discovery and consistent presentation of verifiable strengths and attributes that make an organization unique to its competitors. While such programs are most often associated with the private sector, they are becoming much more prevalent in the post-secondary education sector. The reason for this is the recognition that they can be a strategic driver for sustained institutional success. Ultimately, UNB wishes to answer the question "Why UNB?" as it competes for students, resources and reputation.

The first step in defining our brand is comprehensive research to understand the perceptions of our key target markets: students, staff, faculty, alumni, donors and the general public. In the coming weeks and months you will be invited to contribute to the reshaping of our brand. We value the opinion of our many stakeholders and look forward to your involvement in the project.

For more information, please contact Carey Smith, Manager, Brand and Integrated Marketing, or Janis Downey, Director, Communications and Marketing, or email brand@unb.ca.

Dr. H.E.A. (Eddy) Campbell

UNB President and Vice-Chancellor

This project is made possible through the generous support of UNB donors.