Global brand workshop final
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The document summarizes the agenda and goals of a global brand workshop for the University of Agder. The workshop aims to (1) raise brand awareness, (2) define initial brand positioning, and (3) identify target international audiences. It discusses defining the university's attributes, values, and benefits. It outlines steps to understand target audiences, analyze communication gaps, develop descriptive attributes, and create a competitive brand position for the university. The overall goal is to strategically position the University of Agder's brand internationally.
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The document outlines an agenda for a brand communication workshop. The workshop aims to define a brand's core values, strengths, and identity. It includes 6 exercises to analyze the target audience, explore brand associations, visualize the brand identity, assess features and benefits, develop a brand proposition, and determine brand values. The workshop follows a structured timing plan and aims to provide a final brand map, mood boards, insights, and recommendations to help guide the brand's future marketing strategy.
Brand Positioning Workshop
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
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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
- 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
- 15. Vision & Mission of University of Agder
- 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