Measure of popularity

March 24, 2011

As the literature indicates, the strength of a "superbrand" can be measured in many ways ("The name says it all", 10 March).

However, although not listed in the Times Higher Education World Reputation Rankings, Manchester Metropolitan University has just been identified as the most popular institution in the UK in terms of undergraduate applications. This year it received 54,000 Ucas applications for only 7,500 places. Popularity is surely an indicator of a superbrand's strength - although it is not a measure included in any of the rankings.

Ruth Ashford, Professor of marketing education and pro vice-chancellor Manchester Metropolitan University Business School

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