From January to October 2022, we examined how members of the university and external parties perceive Freie Universität Berlin and what their expectations of the institution are. These investigations were carried out in a range of formats and are presented below.

1. Competitor analysis (on the national and international level)

In a competitive analysis of key words featured prominently in university self-promotion, we examined seventy-two public universities in Germany with a student body of at least 5,000 students. On the international level, we selected and analyzed thirty-nine of the top European and global universities as published in the QS World University Rankings. A summary of the results can be found here.

2. Qualitative interviews

At the beginning of 2022, we identified areas that are of particular interest to Freie Universität, or whose representatives have a particular interest in Freie Universität. These include areas such as politics, business, and the media, but also comprise all members of Freie Universität, its research sponsors, foundations, and other scientific communities. Following this, we worked together with experts to identify relevant stakeholders for Freie Universität within these areas.

In spring 2022, we then conducted in-depth interviews with twenty-one stakeholders of particular importance to Freie Universität Berlin who play a significant role as multipliers. A summary of the key results can be found here.

3. Survey of Berlin residents

To gain further insight into how Freie Universität is perceived by a larger audience, we also conducted a survey among Berlin’s urban population. Some results from the stakeholder interviews were included in the questionnaire and were thus tested for their validity among the general public. This survey was carried out as part of a master’s thesis at the School of Business and Economics. A brief summary of the key results can be found here.

4. Survey of Freie Universität members

In addition, we carried out a survey among all members of the university (i.e., both employees and students). The invitation to take part was sent to 47,500 email addresses. More than three thousand university members participated and more than one thousand university members filled out the questionnaire completely. Like the survey of Berlin’s residents, findings from the qualitative interviews were also integrated into this questionnaire, which were in turn confirmed by the survey’s results. For a summary of the results, click here.

5. Workshops for Freie Universität members

Two internal events on university branding were held in October 2022. Selected individuals from all university status groups were invited to the first event, a measure aimed at ensuring that the representation of each group was as broad as possible. The first workshop was held in person in the Henry Ford Building. All university members were invited to the second (digital) event via email.

Further information on the events

6. Graphic design support and implementation

Since September 2022, CeDiS has been collaborating with an external expert to produce a competitor analysis of universities’ visual presences on both a national and international level. Furthermore, various design concepts are being developed and discussed with the Executive Board and project lead of the brand development project.

7. Sounding board

The entire branding process is accompanied by a sounding board comprised of internal and external specialists and stakeholders. This board will develop the narratives and guiding principles of the new brand, as well as produce a “character sketch” of the Freie Universität brand.