38872282 Branding Project

8/8/2019 38872282 Branding Project

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About Us

More than 2 months of shaping success stories trying to be leader in the field

of Management Education. This is the world of SUCCESS, where ourFOCUS is our student, TRUST our primary concern and Career Building

our job. Mentoring, motivating and guiding all those who interact with

us. Keeping our values dear to us at all times

We believe in Personalized Counseling that caters to all our students'

requirements and their counseling and career needs. We feel proud when

our students realize their dreams and aspirations.

Our primary goal is to build that concrete foundation on which our students

will build their dream careers. As Henry David Thoreau has rightly put it

in Walden, 'If you have built castles in the air, your work need not be

lost, that is where they should be. Now put the foundation under them.'

And we are here to help lay that foundation for our students.

Core Ideology

To enable students

realize their potential

and make their

dreams come true.


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Core values

Vision 2010

Vision 2010 for SUCCESS India Ltd encompasses the following

intent:

To enable the youth of today to realize their potential and make

their career dreams come true.

To be the first choice for the target audience.

To be viewed as One-Stop-Shop for all Career AdvisoryServices; the best in the industry.

To be experienced and perceived as completely reliable

source of career assistance.


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Objectives

To offer world class, contemporary education services in

the most convenient & desirable manner, as required by thecustomer environment

To aggressively employ contemporary technology in all

aspects of the business, delivery, and service value

enhancement.

To be an open, flexible, responsive and fair organization.

To create wealth and value for all shareholders and

stakeholders.

To be able to create and maintain 'I came, I saw, I fell in

love' impact whenever the customer comes in contact with

SUCCESS.

Why Education


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The number of Indian families who give a very high priority to education is

on the rise; so is their purchasing capacity. The economic revolution

triggered by the knowledge economy companies has acted as a catalyst in

increasing the value of education beyond the middle-income group. These

trends have put tremendous expectations on the schooling system both in

terms of scale, innovations, and learning philosophies. In management and

other professional colleges, a need for extra hours of coaching is felt now a

days due to the demanding course structure and lack of availability of

faculties at all time. Students look for people who can help them in further

sharpening their basics and help them master their core subjects and area of

interests.

As India takes the leap from a developing economy to one of the global

leaders of the information age, the awareness about and value of education

have also gone up. Middle-income-group families have for long held

education as the cornerstone of their value-system. Now, they are looking

for better and more effective education options to fuel their aspirations.

Reputed Faculty


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In an academic institution, the quality of the faculty is the most important.

At SUCCESS, we pride ourselves in having some of the most talented and

dedicated thought leaders in the country who come from the best institutions

around the world. Not only are they academically and professionally

amongst the best, but have high standards of moral and ethical values, so

that they can be true role models.

Core Faculty

At SUCCESS, the core faculty comprises distinguished academicians from

the best institutions and leading professionals from the corporate world with

rich industry experience.

The faculty is ably guided by a senior team of eleven former Vice

Chancellors and leading Scientists and Scholars. Besides carrying out

industry oriented consultancy and applied research, the Faculty also author

books and present papers in their field of expertise.

Visiting Faculty

In addition to the permanent faculty, leading professionals from the

corporate world interact regularly with the students in the classroom as well

as their workplaces.

The students get a different insight into the subject with the rich industry

experience the faculty shares with each of them. They encourage the

students to look beyond the books and explore the subject with experiential

learning.

Product Description


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Career offers different programs for different people. It depends on the

students. Programs offered are highly flexible.

Finance Marketing Human resource IT

C-FIN C-MKT C-HRM C-IT

C-FIN

C-FIN is a program offered to students who major in Finance or have got

special interest in the subject. Here, we provide a CAREER advantage by

offering students an option to select the topics they want to cover in a

particular specialization paper. The whole course is overseen by a studentbody as well.

C-MKT

C-FIN is a program offered to students who major in Marketing or have got

special interest in the subject. Here, we provide a CAREER advantage by

offering students an option to select the topics they want to cover in a

particular specialization paper. The whole course is overseen by a student

body as well.

C-HRM

C-FIN is a program offered to students who major in Human Resource

Management or have got special interest in the subject. Here, we provide a

CAREER advantage by offering students an option to select the topics they

want to cover in a particular specialization paper. The whole course is

overseen by a student body as well.

C-IT


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C-FIN is a program offered to students who major in Information

Technology or have got special interest in the subject. Here, we provide a

CAREER advantage by offering students an option to select the topics they

want to cover in a particular specialization paper. The whole course is

overseen by a student body as well.

Advantage @ CAREER

State of the art facility

Excellent pedagogy

Reputed Faculties

Personalized attention

24*7 Environment

Rich Library

Well equipped Lab

Wi-Fi Campus and many more


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Product levels

1. Core Product

Education/ teaching/ coaching

2. Generic Product

Classroom coaching, Presentations, Case studies, Notes etc

3. Expected Product

Well maintained infrastructure, quality teacher, disciplined approach

4. Augmented Product

Career Counseling, Online assistance, Video-conferencing, Industry visits.

Seminar etc

5. Potential Product

Lifetime Membership programs, Alumni associations, Placements assistance

etc.


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Brand elements of SUCCESS

Brand elements sometimes called brand identities, are those trademarkable

devices that serve to identify and differentiate the brand. The main once of

our brand are brand name, logo, symbol(star), characters, tagline, the color

combination of logo, all these has been found to enhance brand awareness

facilitates the formation of strong, favorable, and unique brand association

and feelings with the students and faculty of the college - JIM Noida. There

are several criteria for choosing brand elements. These are

1. memorability

2. meaningfulness

3. likeability

4. transferability

5. adapatability

6. protectability

Memorability

This is one of the necessary conditions for our brand SUCCESS, the thing

what we considered was that it can last in the minds of the college, students.

The size of the logo, the tagline, the color combination in the logo, all these

bring together the variables as easily recognized and easily recalled.

Meaningfulness

The brand elements can take all kinds of meaning. There were someparticular important criteria like what the general information of our

product/service gives to the students. The thing we thought that how a

student could correctly identify the product category for the brand based on

the brand element and it also considered the specific information about

particular attributes and benefit of the brand SUCCESS.


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Likeability

Independent of its memorability and meaningfulness, do students find the

brand elements appealing? It is the matter of likeable visually, verbally, and

in other ways. A memorable, meaningful, and likeable set of brand elements

offer many advantages because consumers often do not examine much

information in making product decisions. But here the matter was about the

educational service that we offer. So the important factor was the creative

potential of the brand name and brand element to capture intangible

characteristics of a brand.

Transferability

This measures the extent to which the brand elements adds to the brand

equity of our brand SUCCESS. How it reacts within and across products

categories or across various competitors.

Adaptability

The fifth consideration of our brand element is the adaptability because of

changes in the mind set of student regarding the service and satisfaction,

they get. The more adaptable and flexible the brand element, the easier it is

to update with. So we have provided various services in each streams of

MBA so that more and more students can be benefited.

Protectability

This is the final general consideration of the brand element which considers

two variables - legal and competitive sense. So we checked across the

websites that, is there any other service which is offering the same service

with the same name and also the logo verification.

OPTONS AND TACTICS OF BRAND ELEMENTS


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BRAND NAME

The brand name is fundamentally important choice because it often captures

the central theme or key associations of a product in a very compact and

economical fashion. Brand names can be an extremely effective shorthandmeans of communications. So we chose the brand name as SUCCESS,

because there are students who want to excel in the class, in the batch, or

they want to make clear knowledge and understanding of the subjects that

have been offered to them.

It is so closely tied to the product in the minds of the students, the brand

name is also most difficult element to change once this has created an image

in the mind of student. So it was a very hard job to identify the right word

which could fulfill the voice of our brand to be delivered.

We focused on the variables so that it becomes simplicity and ease of

pronunciation and the spellings of the brand. The SUCCESS has all these

factors to satisfy. To encourage the word of mouth exposure that helps to

built strong memory links. This brand name offered a clear, understandable,

and unambiguous pronunciation and meaning.

The brand association was also main factor to be considered like we had to

create a brand name which could have the compact form of communication,

the explicit and implicit meanings students extract from it.

For naming the brand we defined our objectives which we wanted to achieve

by naming. Once the objective is defined, with the branding strategy in

place, next generate as many names and concepts as possible. For this we all

group members sat and thought for a while, we also went through the target

customers (students).

The logo of the brand (star sign) has a means to indicate origin,ownership or association. The advantage of the logo is to recognize the

product and also the versatility because they are non verbal. The character

color, and the size were also discussed which could suit the logo we

designed. The tagline In everything we do, communicates descriptive and


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persuasive information about the brand because who goes through it, creates

its image and impact in their minds.

Putting it all together we see that each brand element can play a different

role in building brand equity. The entire set of brand elements makes up the

brand identity, the contribution of all brand elements to awareness and

image. We choose each brand elements to support the others which can be

easily incorporated into other aspects of the brand and marketing program.

Brand names characterized by rich, concrete visual imagery often yield

powerful logos and symbols. This is what the SUCCESS is all about.

Why to brand our institution??


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Or Strategic Reasons?

Need to position the institution

Perception does not match our strategic direction How are we viewed in the global marketplace

What does our brand communicate to a diverse range of audiences

Building a brand is essentially about reputation building and reputation

management and is the single most important aspect of our institution

POSITIONING STATEMENTThe Success is distinguished internationally as a vibrant centre of enquiry

and innovation is committed to being one of the finest institutions in the

world by 2015. In its pursuit of excellence, it nurtures talent from all

quarters and is a force for positive change.


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Summary

By working the brand in everything we do we can achieve

Greater internal collaboration and knowledge sharing Enhanced consistency in communications Reduced costs and operational overlap Deeper alignment of vision, values and goals speaking with one

voice Faster feedback Stronger ongoing relationships with customers


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Success - Brand

What are our ambitions?

Globally successful

Friendly and welcoming

Elite but not elitist

In the top 25 in the world

Accessible to all with talent

Well established and innovative

Excellent quality teaching

High research profile

World-class facilities

Academic with application

Brand objectives of success

Establish strongly-held, positive, and consistent beliefs among target

customer segments

Build and maintain differentiation

Versus key competitors

Versus land-grant stereotype

Encourage word-of-mouth marketing

Increase customer (claimant) involvement and loyalty

Prospective students, current students, faculty, alumni,

recruiters, administrators, government officials, ranking

organizations

Enhance pricing power


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Branding Challenges of Success

External

Constant change

Customer problems

Repositioning against current brand equity and land-grant

institution stereotype Dissatisfaction

Future expectations new positioning

Internal

Resource constraints

Inconsistent implementation

Establishing clear, meaningful, and sustainable differentiation

Lack of employee commitment


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Brand Framework

Brand Position - The brand position is the central theme of our brand

the big idea behind our institution.

Brand Promise. - The brand promise tells people what they can count on

you to do.

BRAND POSITION

SUCCESS IN

EVERYTHING WE

DO

BRAND PROMISE

QUALITY

EDUCATION


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Brand Proof- Brand proof gives people reason to believe our brand

promise is more than just marketing hocus pocus. Once our brand is defined

with a position, promise and proof, its time to turn to the three elements of

brand presentation how our brand should be communicated.

Brand message - Our brand promise and brand proof create a core brandmessage.The brand message portion of the Brand Framework prescribes the

key points to emphasize with each audience you touch.

Brand voice - Our brand has a personality, and our brand voice is a bigpart of how we express it.

BRAND PROOF

3 YEARS OF

EXCELLENT TRACK

RECORD AND PROVEN

METHOD OF

TEACHING

BRAND MESSAGE

Reliable Education

Partner

BRAND

APPEARANCE

BRAND VOICE

SUCCESS

EVERYWHERE


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Brand Appearance. The final element of the Brand Frameworkoutlines how to portray our brand with colors, logos, typefaces, imagery and

so on. All of these visual elements should reflect our brand definition.

BRAND EQUITY

Brand Equity is the sum total of all the different values people attach to the

brand. A brand is a live asset and shows all the characteristics of a living

cognitive entity.

Brand equity is constantly changing just as society's values, perceptions, and

intelligence is changing. One must understand the equity their brand has in

the market and also understand how

Brands image measures up against the identity one is trying to create.

FEATURES OF BRAND EQUITY

When a commodity becomes a brand, it is said to have equity.

The premium a brand can command in the market

The difference between the perceived value and the intrinsic value

ADVANTAGES OF BRAND EQUITY

Reduced marketing costs

Trade leverage

Can charge a higher price


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Can easily launch brand extensions

Can take some price competition


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BRAND AWARENESS

Strength of a brands presence in the customers mind. It refers to a consumer

knowing of a brand's existence; at aggregate (brand) level it refers to the proportion

of consumers who know of the brand.

BRAND ASSOCIATIONS

Brand associations include perceptions of brand quality and attitudes towards thebrand and the favourability, uniqueness, strength of the brand. The feelings, beliefs

and knowledge that consumers (customers) have about brands. These associations

are derived as a result of experiences and are consistent with the brand positioning

and the basis of differentiation

PE

RCEIVED QUALITY


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Consumer's opinion of a product's (or a brand's) ability to fulfill his or her

expectations. It may have little or nothing to do with the actual excellence of the

product, and is based on the firm's (or brand's) current public image , consumer's

experience with the firm's other products, and the influence of the opinion leaders,

consumer's peer group, and others

BRAND LOYALTY

Brand Loyalty consists of a consumer's commitment to repurchase the brand and

can be demonstrated by repeated buying of a product or service or other positive

behaviors such as word of mouth advocacy. True brand loyalty implies that the

consumer is willing, at least on occasion, to put aside their own desires in theinterest of the brand.A loyal customer base generates predictable sales & hence

profit

38872282 Branding Project

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