Brand Heritage and Perception of University of Nigeria, Nsukka

Brand heritage is one of the most important features of any brand.A brand's heritage influences consumer perception, interaction and consumer behaviour.A brand's heritage determines the kind of benefits, praise and patronage received from its external and its internal publics.In light of the foregoing, this study examined the Brand Heritage and Students' Perception of University of Nigeria, Nsukka.The study adopted the survey method and used questionnaire and interview as the instruments of data collection.This study also used the Credible Brand Model as its theoretical anchor.The study focused on students of UNN as its population, using 393 respondents for its sample size and employed the use of the multi-stage sampling technique.The findings of the study revealed the brand heritage of University of Nigeria, Nsukka has been effective to a great deal.Similarly, the factors responsible for the influence of students' choice of UNN are her academic track records, UNN as a federal university and her motto to restore the dignity of man and the dominant factor is academic track record of the university.The findings also reveal that the ratings of UNN by her students are relatively high and the university has not failed in projecting herself as a credible brand.The study recommends that UNN should continue to bring up activities and programmes that could add to its already favourable brand heritage and also consider its infrastructure, which is already a dent on its brand heritage and has a potential to destroy its already favourable brand heritage.