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