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Articulating authentic values based branding for a small community college…
Articulating authentic values based branding for a small community college in BC
Brand Architecture as unifier
Corporate and program brand are polar extremes, brand architecture provides the common ground where social capital can be built. Allows space for corporate top down values and program bottom up values to co-exist
Connects Corporate Brand to Program Brand
JaneHemsley-Bown, T.C.Melewar, Bang Nguyen, Elizabeth J.Wilson: Brand architecture
unites support services through common workflows and reporting (see benefits). Examples include curriculog workflow integration of product hierarchy with apply BC and IR reporting structure. Work with content experts to define reporting suite: work Mandate down and program up (find standardized metrics for program up portion. based on Ac Plan and Brand Promise
creates space for variety of sub-cultures /PSI culture
fiscally responsible approach
Co-Creation Values strengthen brand equity
Co-creation as a MarComms Strategy
MarComms efforts become relationships: ex: Lego MasterBuilder
Asle Fagerstrøm &Gheorghita Ghinea: facebook co-creation through groups/ Norway
Maha Mourad, Christine Ennew and Wael Kortam:
image is more powerful than awareness raising
Relationship marketing:
Mollie Dollinger,Jason Lodge &Hamish Coates
Ethics of Branding: Shelby D.Hunt
Co-creation for Program Branding (out of scope, this belongs in academic planning)
evolving pedagogy
evolving student learning styles
theories, required skills, industry requirements evolve
Co-creation for corporate brand:
framing makes space for content experts to ensure authenticity for brand promise: Indigenous Advisory Council, Office Of Global Engagement, Centre of Teaching and Learning, Mental Health & Well Being initiatives, In Community Training
Framing makes space for external partnerships: employment agencies, NISU, CUPE, NICFA
Values based promise, Brand Authenticity
Internal relationships: cultural audit to ensure authenticity, and alignment through program and service areas (Edgar Schein)
corporate relationships: based on survey/ vision/ mandate
Customer relationships: student experience
Transparency in the digital age, stakeholders see all institutions actions. Ensure we can live up to brand promise
Helen Stride, branding in the charity world
Why needed
increased competition in PSI market
increased competition for public funds
Benefits
increased efficiency/ fewer but more collaborative inter-divisional workflows
more motivated employees/ organizational culture. Because content experts are contributing to brand architecture
increased efficiencies/ fewer metrics but used by larger/ cross divisional audiences
Corporate Brand and Program Brand
Faculty are primarily focused on program brand. The discourse for faculty focuses on their responsibility for facilitating quality-learning environments.
Jonathan Ivy: &Ps for Higher Ed Marketing.PSI Marketing Mix! MBA : Weng Marc Lim,Teck Weng Jee &Ernest Cyril De Run
UK sector Branding, Bourdieau:
Sylvie Lomer,Vassiliki Papatsiba &Rajani Naidoo
breaks corp ID of PSI down into parts:
T. C. Melewar,Pantea Foroudi,Keith Dinnie &Bang Nguyen
Marketing mix getting dated: E. Constantinides
how someoene else did it:
Tamilla Curtis, Russell Abratt and William Minor
OPTIMIZING_THE_MARKETING
MIX
-.pdf:
Ratiu, Monica Paula; Avram, Emanuela Maria.
Managing Co-created brands.pdf:
Richard I., Gyrd-Jones, NielsKornum
Brand Equity: measuring effectiveness
Maha Mourad,Hakim Meshreki &Samer Sarofim,, brand equity and it's determinants
950 respondents brand strnegth and components:
Casidy, Riza; Wymer, Walter
55 interviews to qualify Branding peculiarities for PSI:
Chris Chapleo