Phase 1: Brand research

Uncovering our essence

In Phase 1, more than 4,000 members of the extended UNB community took part in extensive quantitative and qualitative research by sharing their UNB experiences and impressions. Our objectives were to:

  • Identify brand strengths that provide strategic marketing advantages as well as provide recommendations on how to use these advantages to enhance the UNB brand and help the university reach its strategic goals.
  • Provide data and insights that will inform the development of a distinct brand positioning for UNB.
  • Provide guidance on how faculties, centres, and units can more effectively leverage the UNB brand to reach their respective goals, while also strengthening the overall perceptions of the university's brand.

Who was consulted?

Over 4,000 members of the UNB community and public were consulted. We spoke directly to our community to ensure we obtained insight and learning from the people who truly make UNB what it is. They included:

Who did we consult?Sampled From...

Qualitative Participants


Quantitative Participants

(Total = 4,190)

Prospective Undergraduate Students Students leaving grade 11 & 12 45 505
Parents of Prospective Undergraduate Students Parents of students leaving grades 11 & 12 12 402
Alumni All alumni with email address on file with UNB 47 1070
Internal Audiences Current students (all programs, undergraduate and graduate), faculty, and staff

90 current students

61 faculty members

44 staff members

720 undergraduates

242 graduates

197 faculty

443 staff

UNB's Executive Leadership UNB's executive leadership 17 n/a
UNB's Board of Governors Members of UNB's Board of Governors/Senate(s) 15 n/a
President's Leadership Fund Donors Members who have donated to UNB's President's Leadership Fund 4 n/a
Guidance Counsellors Guidance Counsellors at high schools identified as desirable by UNB but may contain counsellors that are less familiar with the University 20 204
General Public New Brunswick Province residents n/a 407

UNB engaged SimpsonScarborough, a highly experienced market research firm who focuses solely on higher education, to conduct this research. The numbers above are per SimpsonScarborough results reports.

Learn more about the research

The "Why UNB?" research results were shared with various stakeholders across UNB. If you missed public presentation and would like to learn more, please contact Sarah Martell, Director, Marketing, or email

More about the 'Why UNB?' Project

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