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Abstract
The image or ‘branding’ issue has become a strategic managerial decision for postsecondary institutions because it impacts upon the desire of a student to persist and complete, or to drop out. This paper examines the relationship that exists between students’ expectations and their lived experience as reported by students in an actual institutional setting. It is a case study which suggests actionable outcomes for the particular institution. More importantly, the approach used here is easily replicable and may be employed to provide useful information for image enhancement in other university settings.