Building and developing brand name the case of eastern interational university

Abstract

Eastern International University (EIU) is a new university in the market of higher education in Vietnam. The school was established in 2010 with 100% initial capital by the Becamex Corporation in Binh Duong province. The school was oriented to be the leader in training high quality of human resource for the Eastern and Southern areas. However, since 2011, they have not yet achieved their target in confirmation EIU brand name in the market of higher education. This document supplied the reference and suggestion to create and discover potential initiative in building and developing EIU brand name through a real research at EIU. Method of analysis include horizontal analyses as well as qualitative data from indepth interview with the marketing department and EIU students. Result from the indepth interview and data analysed show that the problem is unclear in market segmentation and brand positioning. It made the brand strategy of the school was very weak. Therefore my research has a purpose to propose an avenue to strengthen the brand strategy of EIU for building and developing the brand name of Eastern International University among communities. The designed solutions need to satisfy three big requirements. There are the functional requirements, user requirements and last but not least is boundary conditions. - Functional requirements: Improve the result of enrollment, clear and consistent brand image in mind of the community. 3 Building and Developing Brand Name – The Case of Eastern International University - User requirements: The solutions are appropriate with the number and ability of employees in the marketing department - Boundary conditions: The level of budget for enrollment, the policies of Becamex IDC, the regulations of the Ministry of Education and Training I devided the process of applying solutions into three big stages: Stage 1: Clear market segmentation and potential customer identification. Stage 2: Clarification of brand postioning Stage 3: Adjustment of marketing department When EIU could clarify who are their potential customer. They could be clear in positioning brand name and set up marketing programs to approach their customer more effectively and economically. It make students perceive the brand image of the school and strengthen EIU brand name. I also set up standards for evaluation the effect of our solutions could be divided into core and supplementary. The core standards include number students in one year of enrollment, cost in enrollment one student and the index of brand awareness especially the top of mind. The supplementary standards includethe feed back from potential students and the brand perception of potential customers. However we have to admit that improvement internal power is the best solution in long term for any university to exis and develop in a fiercely competitive market of higher education.