2025 Institutional Brand Health Assessment

Building off of the baseline brand health research conducted in 2016, University Communications collaborated with strategy and market research firms twobyfour and Hall & Partners to conduct a recalibrated institutional brand health assessment in 2025.

For this project, stakeholder interviews were conducted, communications collateral was evaluated, and constituent groups were surveyed. Participants were prospective university students (n=1,000), current UB students (n=2,359), UB faculty and staff (n=597), and UB alumni and donors (n=1,041).

The research findings yielded the following insights:

  • Participant perspectives helped confirm that UB’s visibility and identity are stronger than ever.
    Across all audiences surveyed—prospective students, current students, faculty and staff, alumni, and donors—UB’s name and logo recognition continue to climb. Both the institutional and athletic identities are now widely and consistently recognized, showing meaningful growth in familiarity and visibility.
  • UB’s reputation is steadily rising in ways that matter.
    Respondents across all groups indicated that UB’s overall reputation has improved. Many prospective students now view UB as a highly reputable and academically strong institution, with a notable share describing UB as comparable to a “Top 25” university. This signals growing external confidence in the quality, scale, and impact of UB’s academic environment.
  • Our messaging is breaking through—and becoming more distinctive.
    The study found increased recall of UB communications, particularly in digital channels that are central to how prospective students and alumni consume information today. Social media and email emerged as high-performing areas, with UB’s messaging increasingly recognized, remembered, and differentiated from that of other institutions. UB’s advertising is also becoming more distinctive, showing clearer thematic and visual signals that audiences associate with UB.
  • UB’s strengths strongly align with what creates emotional connection.
    Students and alumni alike identified attributes that set UB apart—elements of the university environment that foster belonging, curiosity, ambition, and a sense of personal growth. Current students described UB as a place that supports their development and expands their opportunities. Alumni expressed especially strong pride and loyalty, with many indicating a deep, lasting connection to the UB experience.
  • Alumni pride and advocacy remain essential pillars of UB’s reputation.
    Among all groups surveyed, alumni demonstrated the highest levels of pride in UB and the strongest willingness to speak positively about the university. Your advocacy—whether through mentoring, sharing UB stories, attending events, or simply carrying your UB experience into your communities—continues to shape how the world sees UB. The study reinforces that alumni voices play an influential role in building visibility and strengthening UB’s reputation.
  • There is continued opportunity to deepen awareness in select markets.
    While recognition of UB is strong and climbing overall, the study points to opportunities to increase penetration in certain out-of-state regions where name familiarity is growing but not yet fully established. Expanding UB’s reach in these markets will help the university compete more effectively for student interest, media visibility, and research partnerships across the country.
  • UB’s “flagship” identity is a point of pride that can be more widely understood.
    Prospective students responded strongly to indicators of UB’s scale and importance. The study suggests that UB can further reinforce what it means to be the flagship public university of New York—an attribute associated with academic stature, research leadership, and statewide impact. Clearer communication of this distinction will help deepen understanding of UB’s role and elevate perceptions of its prestige.
  • Audiences are noticing more of UB’s story—and they want more of it.
    As communications visibility increases, the study shows that audiences are particularly responsive to messages that highlight UB’s global reach, research strength, and culture of opportunity. These themes resonate across stakeholders and reinforce what differentiates UB in the national landscape. Continued consistency in how UB presents these strengths will be important to sustaining momentum.
These findings are directly informing UB’s brand refinement work.

UB is currently engaged in a refresh of its brand positioning, attributes, expression, and messaging. The goal is to sharpen how UB presents its value, ensure that each part of campus communicates within a cohesive and compelling framework, and strengthen UB’s ability to articulate what makes it both accessible and ambitious. The feedback from this study provides the foundation for that work, ensuring that the updated brand reflects how UB is genuinely perceived.