SOLID WASTE MANAGEMENT SYSTEM OF FENI PAURASHAVA, BANGLADESH.pdf
Global brand workshop final
1. Global Brand Workshop
The path towards a strong positioning
of the University of Agder on the
international market
Amina Loukili Kristensen
Communication Department
Kristiansand, 12th June 2017
2. Workshop agenda
• Brief introduction of brand awareness
• First steps towards brand positioning
• Defining our target audiences internationally
• Defining our attributes
3.
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6.
7.
8. 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
9. Brand = Vision & Values
Meeting room H2 024, Kristiansand
Brand
UiA strategy
Faculties development
Educational programs
Research Internal cultureInnovation
Prizes and
academic
recognition
Career path Recruitment
Students
Student life and
facilities
Alumni networks
10. What you do is the proof of what you believe
Define the
brand promise
Live the brand
promise
Operationalize
the brand
promise
Deliver the
brand promise
consistently
Brand Awareness
is the cornerstone
of a strong brand
12. 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?
13. 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?
14. Step 3: Communication gap analysis
What we
want to
project
What they
perceive
G
A
P
Communication gap
We need to develop attributes that
will help with closing the gap
University
of Agder
Target
audiences
16. 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?
17. 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
