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AU’s BRANDING IN ASEAN COMMUNITIES

AU’s BRANDING IN ASEAN COMMUNITIES. BRANDING IS…. The practice of creating a name that identifies and differentiates a product or service from others. In essence, it is a promise to customers: It tells them what they can expect from an organization and..

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AU’s BRANDING IN ASEAN COMMUNITIES

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  1. AU’s BRANDING IN ASEAN COMMUNITIES

  2. BRANDING IS… • The practice of creating a name that identifies and differentiates a product or service from others. • In essence, it is a promise to customers: • It tells them what they can expect from an organization and.. • Differentiates its offering from that of others.

  3. IN SHORT, BRANDING IS ABOUT… • Name recognition and • Perception.

  4. So, What is the Public Perception of AU? • Does the Perception Match the Reality?

  5. AU… • Has long been identified and differentiated from other institutions of higher learning as the first international university in Thailand, • i.e., the first university in the Kingdom to offer education in English and provide an international outlook.

  6. Is AU Still First in Time and First in Status?

  7. AU HAS ALSO… • Long been perceived as a pioneering school and a change leader and as promoting an entrepreneurial spirit... • A reputation which many of its undertakings since then have reinforced.

  8. HOWEVER… • As is the case with any new product or service on the market… • AU’s education model has since been widely imitated.

  9. Are the “Copy Cats” Doing a Better job?

  10. TODAY, THERE ARE… • Many institutions of higher learning that offer international programs of one sort or another.

  11. AND AS WE SAW EARLIER… • There have also been major changes in Southeast Asia and.. • The Asia Pacific region, which has become one of the world’s main economic epicenters and is home to two emerging economic super giants.

  12. BESIDES… • Some international schools are repositioning themselves as international schools “with a local flavor.”

  13. Should AU Re-brand Itself in Light of the Upcoming Communities?

  14. THIS RAISES SEVERAL ISSUES… • Should AU continue to do what it has been doing? • Given the growing role of the Asia Pacific region in world affairs, shouldn’t AU curricula and networks of university partnership be overhauled?

  15. In other words, in light of the upcoming Political-Security, Socio-Cultural and Economic communities, shouldn’t AU re-brand itself as an international school that keeps abreast of international developments (AEC..) and has regional ramifications ?

  16. Does AU need to re-brand itself to move with the times? • Today, what realities does the word ‘international’ encompass? • Is focusing mostly on Western thoughts, trends and developments still fully relevant?

  17. THESE ARE BIG ISSUES TO ADDRESS… • It all comes down to 3 basic branding questions: • What is AU? • What does AU want to be? • Is the perception of AU changing • How can we improve and retain both individuality and leadership?

  18. These are precisely the questions which each faculty needs to answer.

  19. Thank you for your attention

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