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Brand Development -Process STEP ONE -GROUND FLOORS
 

Summary: Brand Development - Process
STEP ONE - GROUND FLOORS
3 Sessions each with 15-20 internal stakeholders
Facilitated session with john st. to examine perspectives of
Queen's and obtain clarity around issues and opportunities
STEP TWO - IMMERSION AND SCOUTING
Audit and analysis of higher education category, competition,
student insights, and brand aHributes. Review existing
research - NSSE, Exit Poll, Graduate Study Survey, Reputation
Research, Applicant Survey, etc. Examine major themes of
Academic Plan
Brand Development - Process
STEP THREE - STRATEGIC PROTOTYPE
Develop and present creative expressions of potential strategic
positioning for Queen's - gain consensus on 3-5 unique and
meaningful brand positionings
STEP FOUR - QUALITATIVE RESEARCH
Testing of strategic prototypes using john st. proprietary
qualitative methodology
9 focus groups with faculty, staff, alumni and students

  

Source: Abolmaesumi, Purang - School of Computing, Queen's University (Kingston)

 

Collections: Computer Technologies and Information Sciences