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Albert Laurence School of Communication Arts, Assumption University of Thailand

Albert Laurence School of Communication Arts, Assumption University of Thailand. CAAU Branding in ASEAN Community. Faculty Annual Seminar 2013 John XXIII Conference Centre May 21, 2013. Albert Laurence School of Communication Arts, Assumption University of Thailand. A genda.

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Albert Laurence School of Communication Arts, Assumption University of Thailand

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  1. Albert Laurence School of Communication Arts, Assumption University of Thailand CAAU Branding in ASEAN Community Faculty Annual Seminar 2013 John XXIII Conference Centre May 21, 2013

  2. Albert Laurence School of Communication Arts, Assumption University of Thailand Agenda • Recapture of the Situation • Brand Positioning • Self Analysis • Competitive Analysis • Target Analysis • Stakeholder Analysis • CA Brand Identity • Action Plan for CA Branding in ASEAN

  3. Albert Laurence School of Communication Arts, Assumption University of Thailand Recapture of the Situation

  4. Albert Laurence School of Communication Arts, Assumption University of Thailand International Universities in ASEAN countries InternationalUniversities in Thailand AssumptionUniversity Albert Laurence School of Communication Arts Recapture of the Situation

  5. Albert Laurence School of Communication Arts, Assumption University of Thailand AU Brand Architecture

  6. Albert Laurence School of Communication Arts, Assumption University of Thailand Vision and Mission Vision: Albert Laurence School of Communication Arts envisions itself as a community of professionals in the field of communication arts inspired by the pursuit of learning through service engaged in the pursuit of excellence Mission: Albert Laurence School of Communication Arts serves the nation and community through the application of communication with emphasis on ethical principles to create a better society through information. Albert Laurence School of Communication Arts envision its graduates as creative with high personal integrity professionally competent, ethically sound, and socially responsible flexible to changes in the communication industry CA Vision & Mission

  7. What do people think of AU & its competitors?

  8. Brand Image of AU & Competitors Albert Laurence School of Communication Arts, Assumption University of Thailand Competitors: Universities with International Programs Survey Respondents: 400 students

  9. Brand Image of AU & Competitors Albert Laurence School of Communication Arts, Assumption University of Thailand • “University with • Creativity & Favorable Atmosphere” • -Creative • -International Communities • -Favorable Atmosphere • -Equality within University • -Good Qualification

  10. Brand Image of AU & Competitors Albert Laurence School of Communication Arts, Assumption University of Thailand • “University with • Creativity & Favorable Atmosphere” • “Strong Reputation & High Academic Standard” • -Creative • -International Communities • -Favorable Atmosphere • -Equality within University • -Good Qualification • -University Reputation • -Instructor’s Qualification • -Good Faculties • -Reputable Graduates

  11. Brand Image of AU & Competitors Albert Laurence School of Communication Arts, Assumption University of Thailand • “Strong Reputation & High Academic Standard” • “University with • Creativity & Favorable Atmosphere” • “Reputation • & Accredited Curriculum” • -Creative • -International Communities • -Favorable Atmosphere • -Equality within University • -Good Qualification • -University Reputation • -Accredited Courses • -Daily life convenience • -Accessible Transportation • -University Reputation • -Instructor’s Qualification • -Good Faculties • -Reputable Graduates

  12. Brand Image of AU & Competitors Albert Laurence School of Communication Arts, Assumption University of Thailand -1st International University in TH -Practical Courses -Excellent Facilities -Beautiful Buildings • “1rst International University in Thailand for a Practical Business Future” • “Reputation • & Accredited Curriculum” • “University with • Creativity & Favorable Atmosphere” • “Strong Reputation & High Academic Standard”

  13. What does it mean to be CA AU ?

  14. Albert Laurence School of Communication Arts, Assumption University of Thailand Self Analysis Stakeholder Analysis Competitive Analysis Target Analysis Brand Positioning Diamond

  15. Self Analysis Albert Laurence School of Communication Arts, Assumption University of Thailand Stakeholder Analysis Competitive Analysis Target Analysis Brand Positioning Diamond

  16. Albert Laurence School of Communication Arts, Assumption University of Thailand CGI PC VCD AD NM PR CA Brand Architecture

  17. Albert Laurence School of Communication Arts, Assumption University of Thailand VISION AD The Department of Advertising, Albert Laurence School of Communication Arts, offers practical and highly academic curriculum in Advertising to produce business-minded and creative graduates with ethics, social responsibility and cultural sensitivity in order to remain competitive locally, regionally and globally. NM The Department of New Media Communication envisions our graduates to possess artistic imagination and individuality, to have gained integrated media learning experiences at professional and international level utilizing up-to-date new media technology. PR The Department of Public Relations produces well-rounded, global-minded, people-oriented, ethically and socially responsible graduates who practice public relations professionally in diverse areas who are aware of the global change that impact the public relations profession. VCD An institute where individuals are challenged to engage in visual experiments and global visual cultures. CGI The Department of Computer Generated Imagery is the leader in animation and visual effects design in Thailand, training students to excel in animation and film making. Our graduates exercise creative freedom, possess distinctive digital artist mind and English skills as well as demonstrate high social and moral responsibilities. PC To be the leading international program for creative performance in Thailandserving both the local and international creative industry producing graduates who possess entrepreneurial mind, moral integrity and professional competence that respond to the needs of creative performance community.

  18. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies

  19. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Curriculum

  20. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Curriculum Lecturers & Staff professionals in their fields -valuable networks -well-rounded

  21. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Curriculum Lecturers & Staff -professionals in their fields -valuable networks -well-rounded Facility -state-of-art -up-to-date -accessible

  22. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Curriculum Lecturers & Staff -professionals in their fields -valuable networks -well-rounded Students Facility -individuality -creativity -business-minded -English/communication skills -state-of-art -up-to-date -accessible

  23. Albert Laurence School of Communication Arts, Assumption University of Thailand Core Competencies -up-to-date and practical -serving the needs of local & international industry -ethical and socially responsible Curriculum Student Activities Lecturers & Staff -creative & business practice -student-centered learning -professionals in their fields -valuable networks -well-rounded Students Facility -individuality -creativity -business-minded -English/communication skills -state-of-art -up-to-date -accessible

  24. Albert Laurence School of Communication Arts, Assumption University of Thailand Self Analysis Competitive Analysis Stakeholder Analysis Target Analysis Brand Positioning Diamond

  25. Brand Perception of Communication Arts Programs Albert Laurence School of Communication Arts, Assumption University of Thailand

  26. Brand Perception of Communication Arts Programs Albert Laurence School of Communication Arts, Assumption University of Thailand • “Creativity & • High Profile Alumni” • -Creative • -High profile alumni • -Professional networks • -Good location

  27. Brand Perception of Communication Arts Programs Albert Laurence School of Communication Arts, Assumption University of Thailand • “Overseas Networks & • Qualified Lecturers” • “Creativity & • High Profile Alumni” • -Creative • -High profile alumni • -Professional networks • -Good location • -University Reputation • -Instructor’s Qualification • -Great networks overseas • -Good Location • -Reputable Graduates

  28. Brand Perception of Communication Arts Programs Albert Laurence School of Communication Arts, Assumption University of Thailand • “Overseas Networks & • Qualified Lecturers” • “Creativity & • High Profile Alumni” • “High Reputation • & Graduate Courses” • -Creative • -High profile alumni • -Professional networks • -Good location • -University Reputation • -Accredited Programs • -Practicum Courses • -Accessible Transportation • -University Reputation • -Instructor’s Qualification • -Great networks overseas • -Good Location • -Reputable Graduates

  29. Brand Perception of Communication Arts Programs Albert Laurence School of Communication Arts, Assumption University of Thailand • “Variety of Programs” • “Practical Courses” • “Up-to-date Cases” -Variety of International Communication Programs with Business Practices -Practical Courses (Workshop) -Up-to-date Communication Cases -Professionals in Fields -Supportive Facilities and beautiful buildings • “Overseas Networks & • Qualified Lecturers” • “Creativity & • High Profile Alumni” • “High Reputation • & Graduate Courses”

  30. Albert Laurence School of Communication Arts, Assumption University of Thailand Self Analysis Stakeholder Analysis Competitive Analysis Target Analysis Brand Positioning Diamond

  31. Albert Laurence School of Communication Arts, Assumption University of Thailand imaginative friendly enthusiastic optimistic hard-working confident

  32. Albert Laurence School of Communication Arts, Assumption University of Thailand Why students choose CA AU: • Variety of Courses • Instructors • Facilities

  33. Albert Laurence School of Communication Arts, Assumption University of Thailand Self Analysis Stakeholder Analysis Competitive Analysis Target Analysis Brand Positioning Diamond

  34. Albert Laurence School of Communication Arts, Assumption University of Thailand “creative but remain practical” Stakeholders’ Expectations “step away from books and step into The real-world” “passionate” “ethical with social manners” “comfortable with English” Ms. Pattarasuda Anuman Rajadhon Co-Founder and Artistic Director, NUNI Production Mr.Kittipong Veerataecha Director of Idea Strategy & Brand Consultant Y&R Mr.Nattavee Mavichak Head of Strategy MInteraction

  35. Albert Laurence School of Communication Arts, Assumption University of Thailand Self Analysis Stakeholder Analysis Competitive Analysis Target Analysis Brand Positioning Diamond

  36. Albert Laurence School of Communication Arts, Assumption University of Thailand CA Brand Identity Self Analysis CA Brand Identity Stakeholder Analysis Target Analysis Competitive Analysis

  37. Albert Laurence School of Communication Arts, Assumption University of Thailand CA Brand Identity CA Brand Identity Self Analysis Positioning: -practical curriculum -creative thinking -business mind Stakeholder Analysis Target Analysis Competitive Analysis

  38. Albert Laurence School of Communication Arts, Assumption University of Thailand CA Brand Identity CA Brand Identity Self Analysis Personality: -creative -logical -confident -passionate Positioning: -practical curriculum -creative thinking -business mind Stakeholder Analysis Target Analysis Competitive Analysis

  39. Albert Laurence School of Communication Arts, Assumption University of Thailand CAAU Positioning Statement CAAU is an international program that offers a practical curriculum that ignites creativity on a foundation of business sensibility.

  40. Albert Laurence School of Communication Arts, Assumption University of Thailand Action Plan for CA Branding in ASEAN All curriculums updated to be more suitable for ASEAN communities Curriculum

  41. Albert Laurence School of Communication Arts, Assumption University of Thailand Action Plan for CA Branding in ASEAN Outside-classroom activities have been implemented with the ASEAN theme. International guest speakers to broaden students’ horizons Other Activities

  42. Albert Laurence School of Communication Arts, Assumption University of Thailand Action Plan for CA Branding in ASEAN Information Tools Many information channels such as CA Website, Department Websites and other social media inform students with ASEAN information.

  43. Albert Laurence School of Communication Arts, Assumption University of Thailand Thank You

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