Expert answer:Brand Bulls Eye
Solved by verified expert:requirement:(250 words)a brand bull’s eye provides context to
improve everyone’s understanding of the positioning of a brand in the
organization.Following
the Starbucks example in the Marketing Memo, construct a Brand-Positioning
Bull’s-eye for SVSU’s College of Business and Management.And please reply one other classmate’s answer on the last page (less than 70 words). form like: reply XXXX (other classmat’s name)Note:i
have some my classmates answer in attachment, you can use it as a reference or example.and
the content of the relevant on the textbook also in attachment
example.docx
textbook.docx
Unformatted Attachment Preview
Brandon Becker
In the inner two circles is the heart of the bull’s eye. This is where the pointsof-parity, points-of-difference and the brand mantra is found. For SVSU’s
College of Business and Management, one POP is the quality of the
education students receive from the program. SVSU is a smaller school, so it
does not have one of the big ten school programs like MSU, but the quality is
close enough to be able to effectively compete. One POD is SVSU’s College
of Business and Management offers a more personal education with smaller
class sizes and more involved professors that cater to specific student
needs. Another POD is the superior value offered by the program. A third
POD is being fairly priced.
In the next circle out are the substantiators or the reasons-to-believe which
are attributes or benefits that provide factual or demonstrable support for the
POP and POD. One RTB is the AACSB accreditation that the program has
of which only 10% of business schools have worldwide. Another RTB is
SVSU is one of the best priced public universities with some of the cheapest
tuition rates.
The outer circle contains the brand values, personality, or character which
help to establish the tone for the words and actions for the brand. Some
examples for this would be caring, thoughtful, and professional. It also
contains the executional properties and visual identity which are more tangible
components of the brand that affect the way customers see it. Some
examples for this would be the online MBA Program and the professors who
teach each course.
On the outside are boxes that provide useful context and interpretation. One
box highlights the consumer target which would be motivated students
seeking career advancement and consumer insight which would be the
educational experience is often satisfying and helps students grow into
professionals. Another box offers the consumer need which is the desire to
better themselves through higher education and the competitive product set
which for SVSU’s CBM would be classrooms and computer labs. The other
box details the consumer takeaway which would be SVSU’s CBM offers the
highest level of education with the richest educational experience in the
CBM.
Jingxuan Wu
The brand positioning bull’s eye is the central aspect of aligning the organization’s products
and services, and these are essential to understanding how the organization functions.
The bull’s eye represents the customer, and the dart describes the product and services
that the organization offers. There are critical steps that the organization will have to
embark on and it will be essential to ensure managerial and external input in implementing
its marketing strategies.SVSU’S College of Business and Management will have a brand
positioning bull’s eye that will have various considerations. The organization has managed
to provide quality business education by ensuring an integration of academic as well as
experiential learning and at the same time guaranteeing a dynamic environment for the
students to study in.
It offers a wide range of academic programs and at the same time ensures these diverse
programs can assist improve the student outcomes. The college has managed to provide
an excellent curriculum to its students that are internationally recognized.It also offers
various community-based programs aimed at impacting the nearby communities.It has a
strong CSR foundation, and this ensures that the company effectively carries out its CSR
responsibilities.The organization aims at providing betterment for students and ensuring
that they gain the necessary skills for a better life.It offers limitless opportunities for its
students and gives them the tools needed for betterment.It has instilled excellence in
educational practices to ensure better outcomes.
Shari Hartemberg
A way to communicate brand positioning is by using the Brand-positioning
Bull’s-eye.
The brand mantra can be found in the center of the bull’s eye. In SVSU’s
case, the brand mantra can be discribed as ‘educational excellence and
dynamic partnerships”. This is the soul of the SVSU brand that is internally
enforced.
The Points-of-difference and the points-of-parity can be found outside of the
inner brand mantra circle. Points-of-difference are attributes or benefits that
consumers strongly associate with a brand, positively evaluate, and believe
they couldn’t find in the same extent with a competitor. These attributes can
be found on the lower end of the circle.
Points-of-parity are attributes or benefit associated with the brand that aren’t
necessarily unique to the brand and that may be shared with other brands.
These attributes can be found on the higher end of the circle.
The points-of-difference for SVSU are: Voted best dorms in Michigan, High
financial aid possibilities, and low student-professor ratio in class.
According to SVSU’s website, the constitution offers more than $14 million in
institutional aid each year, which leads to more than 86% of students who
receive financial aid through academic, merit and athletic scholarships. There
are also grants, loans and work study opportunities on campus based on
financial need. Another POD is the low student-professor ratio in class. The
average class size is 21 student, which leads to the professors knowing their
students names and they care about supporting the students. Since SVSU is
considered a smaller university, this helps for students who want just a little bit
more guidance. The student-professor ratio also helps to increase the comfort
zone for students and ask their professors questions during or after class.
This way students can be more likely to succeed in their classes.
The points-of-parity are: Expansive range of educational programs, school
size and student population. SVSU offers more than 100 undergraduate and
graduate programs, but because of its relatively smaller size other bigger
universities can offer students the same. Another POP is that other schools
might have similar sizes and similar student population.
The reasons to believe the proposition or the substantiators are the next
outward circle. These reasons are the demonstrable support to the POD and
POP. In SVSU’s case, the following reasons can be considered: AACSB
accredited College of Business & Management, High standards for ethical
behavior and financial stewardship, Supportive environment focused on
student success and Safe, friendly and respectfl campus climate.
The outside of the circle consists of the values, personality and character of
the brand on the higher end of the circle and the visual identity on the lower
end of the circle. The values, personality and character and the attributes to
the brand. It’s the brand’s personality. For SVSU these attributes are Passion,
diversity, community and supportive.
The visual identity on the other hand are the visible elements. For SVSU the
colors are red and blue, which can also be found in the SVSU logo.
Attached you can find the visual representation of the Brand-positioning Bull’seye for Saginaw Valley State University.
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