This is not true. A well-known product could have a weak or negative brand. A negative brand is usually caused by poor service, products or negative publicity. A weak brand is caused when a product, company or organization is viewed as easily substituted. The image the organization has projected has not set it apart from competition properly.
Students apply to some universities without any real interest in that particular university.
Another school will do just as well. Universities such as these have not properly branded themselves to reach out and make a targeted group of students see that school as the only alternative. A strong brand requires trust and loyalty from consumers. The brand image must be consistent throughout all messages, carry a positive image and inspire repeat, loyal customers. After that same student graduates and has a family, the business-minded son will most likely attend the same school as his father.