Brand Analysis Study of International Women University and the Implementation Strategy to the Social Media Communication
The IWU brand value analysis was carried out using a qualitative method and a quantitative method applied to observe the basic information about the type of social networks they use most, time consumption and their attitude towards the support of celebrities. Three series of questions were asked about the consumption of digital media. 3 different groups were chosen to survey, such as potential students (high school students), parents and alumni, with a total of 30 people. These 3 different groups of respondents have similarities in perceiving that IWU is distinctive and unique and also recognized the international program offered by IWU.
A. AAKER, D. (1991). Managing Brand Equity: capitalizing on the value of a brand name. 1st ed. New York, United States: The Free Press.
A. AAKER, D. (2010). “Building strong brands”. 11th ed. Berkshire, Great Britain: Pocket Books, pp.303-338.
BERRY, L. (2000). “Cultivating Service Brand Equity”. Journal of the Academy of Marketing Science, [online] 28(1), pp.128-137. Available at: https://link.springer.com/article/10.1177/0092070300281012 [Accessed 10 Feb. 2019].
CHAPLEO, C. (2010). “What defines "successful" university brands?” The International Journal of Public Sector Management, 23(2), 169-183. doi:http://dx.doi.org/10.1108/09513551011022519
DIMITROVA, G. & DIMITROVA, T. (2017). “Competitiveness of the universities: measurement capabilities”. Trakia Journal of Science, [online] 15(Suppl.1), pp.311-316. Available at: https://www.researchgate.net/publication/321333972_Competitiveness_of_the_universities_measurement_capabilities [Accessed 11 Feb. 2019].
KAPFERER, J. (2008). The new strategic brand management. 4th ed. London: Kogan Page.
KELLER, K. (2009). “Building strong brands in a modern marketing communications environment”. Journal of Marketing Communications, [online] 15(2-3), pp.139-155. Available at: https://pdfs.semanticscholar.org [Accessed 11 Feb. 2019].
MARSHALL, M.N. (1996). SAMPLING FOR QUALITATIVE RESEARCH. FAMILY PRACTICE, [online] 13(6), pp.522-525. Available at: https://academic.oup.com/fampra/article-abstract/13/6/522/496701 [Accessed 24 Mar. 2019].
TALEGHANI, M. & ALMASI, M. (2011). “Evaluate the factors affecting brand equity from the perspective of customers using Aaker’s model”. Kuwait Chapter of Arabian Journal of Business and Management Review, 1, 1–12. http://doi.org/fzq9k4
WEE, V. (2016). “Spreading theGlee: Targeting a youth audience in the multimedia, digital age”. The Information Society, 32(5), 306-317. doi:10.1080/01972243.2016.1212615
WHELAN, S. & WOHLFEIL, M. (2006), “Communicating brands through engagement with “lived” experiences”, Brand Management, Vol. 13 Nos 4/5, pp. 313-29.
WILLIAMS, J. (2019). 2The Basics of Branding”. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/77408 [Accessed 19 Jan. 2019].
YOUNG, A. (2014). “Brand Media Strategy, Integrated Communications Planning in the Digital Era”. 2nd ed. Houndsmills, Basingstoke, Hampshire, England: Macmillan Publisher Limited, pp.7-30.