Global brand workshop final
-
Upload
aminalou -
Category
Presentations & Public Speaking
-
view
87 -
download
2
Transcript of Global brand workshop final
Global Brand WorkshopThe path towards a strong positioning of the University of Agder on the international market
Amina Loukili KristensenCommunication DepartmentKristiansand, 12th June 2017
Workshop agenda
• Brief introduction of brand awareness
• First steps towards brand positioning• Defining our target audiences internationally
• Defining our attributes
What is brand awareness
• Brand awareness is a measure of how well your brand is known within its target markets
• A brand is built by the sum of all interactions between a product, service, organization and its key stakeholders
• Defined by functional and emotional benefits
• An asset that must be effectively managed
Brands are not optional – whether you choose to manage them or not
Brand = Vision & Values
Meeting room H2 024, KristiansandBrand
UiA strategy
Faculties development
Educational programs
Research Internal cultureInnovationPrizes and
academic recognition
Career path Recruitment
Students
Student life and facilities
Alumni networks
What you do is the proof of what you believe
Define the brand promise
Live the brand promise
Operationalizethe brand promise
Deliver the brand promise
consistently
Brand Awareness is the cornerstone of a strong brand
uia.no/strategi
Global Brand Workshop
Step 1: Who are we trying to reach?Defining our target audiences
1. What are the target audiences for our brand internationally?
2. What are their needs and expectations?
3. How do we want them to «feel» about us?
Step 2: Absorb information and get market trends
• Deep understanding of target audiences: what motivate them and how do they behave?
• What do they like and dislike, and what are their worries?
What do they need to be happy and satisfied with
UiA?
Step 3: Communication gap analysis
What we want to project
What they perceive
GAP
Communication gap
We need to develop attributes that will help with closing the gap
Universityof Agder
Target audiences
Vision & Mission of University of Agder
Step 4: Developing attributes of UiA
We create three groups in the room. Each group should make a list with words that describe:
1. What sort of university are we? What are our values and beliefs? What are our strengths? What are the benefits we offer our students, faculty and international guests?
2. What kind of university we want to be and want to project?
Step 5: Creating a competitive brandscape
Based on the first findings and discussion of the workshop we will:
1. Begin creating axes of positioning. At the end of the process, we will come up with a proposal of corporate identity based on both the University strategy and findings of the workshop that will be later on reflected on all communication channels
2. The statements will be streamlined to create communication messages that can be used externally and internally