Dear Writer, This exercise included information and requirement. All data are related to USA universities: Please follow the instructions from the professor: Part of a brand refresh whether in business or higher ed is to do research with both internal and external audiences. We want to be sure that we are landing on a brand position that is clear, differentiating, memorable, authentic and believable for all key constituencies. For Bentleys brand refresh, the external research plan included an audit of our competitors to see how they are positioning themselves. Before we meet next week, Id like each student to look at Bentleys competitor set (listed below). Using publically available information on their websites (hint: look at their admissions and brand pages), evaluate each schools brand position. Based on what you discover, create a visual that shows the competitive landscape for Bentley. Think about using a matrix or other diagram that shows where they are similar, where they are different as well as where there is white space for Bentley to own. Competitors: Bentley University Babson Villanova Fordham NYU BU BC Northeastern UMass Amherst Syracuse Write one paragraph explaining your visual and the conclusion(s) you can draw from it.
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