Back in 2013, Education New Zealand launched a strong education destination brand (Study in New Zealand) to accompany their equally strong education offering, but they were met with a strong challenge – no one knew them. Based on their research, brand awareness was low and brand perception wasn't always positive. If prospective students knew anything about New Zealand, it was generally informed by their strong tourism brand which, with its associations of open spaces, pure landscapes and few people, tended to undermine perceptions of a modern, dynamic country with a high quality education system.
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