Relevant brands exist in the overlap of what internal audiences value (product) and what external audiences value (market demand). Once a relevant brand is developed, decisions must be made regarding what its capabilities are and what opportunities exist for it in the marketplace (competition). Three factors determine whether a brand can be successfully established in a particular market space: market relevance, market capability and market opportunity.
Credibility Footprint Diagram
Market relevance is where your brand promise is formed. A brand must be continually evaluated to ensure that it is still relevant in a particular market space. Market opportunity is when student demand is present in an open market space (i.e. one that is not greatly contested). But the university must be capable (academically and financially) to meet the opportunity. Market capability is when you can offer a product that the competition can’t or won’t. However, the value of market capability is contingent on market demand. When all three of these factors come together, you have the credibility needed to establish your brand in a particular market space.
[From our university's brand portfolio]
Determining Brand Credibility « Higher Ed Marketing and Branding … - Brand Management World