Assume that you are one of the member of the management group of this university.

suggest some strategy in order to improve the overall goodwill and image of the East West
University.
Building a Foundation for East West University as a Strong Brand Image
A multidisciplinary approach incorporating public relations, social and search is the best way to
build and nurture a successful brand image. There are several requirements you need to complete
that will serve as the foundation of your brand image:

Identify Your Key Audiences: The first step in building a brand image is identifying
your target audiences. This will consist of a mix of external and internal groups, such as
customers, partners, industry analysts and employees. Its important to be very specific
when defining your audiences. You need to know whom you are targeting to craft an

effective marketing strategy that will speak directly to their needs and concerns.
Determine Critical Business Goals: You must know where you are going before you
can get there. Building a brand image without knowing your short-term and long-term

business goals is ineffective and a waste of valuable resources.

Define Your Brand Persona: Once you have determined your key audiences and critical
business goals, you can start to build out your brand persona. This should appeal to
customers and articulate your most important differentiators and product benefits. Your
brand persona defines your brand image so its important to keep this simple and

relevant.
Develop Key Messaging: After youve defined your brand image, document your key
messages and align them with your audiences. Your key messages will be the most
important takeaways you want your audience to walk away with after interacting with
your brand. They should incorporate the unique aspects of your business and value added
to customers, with a splash of your brand personality.

Next Steps for Solidifying Your Brand Image

Once you have drilled down and laid the foundation for your brand image, you can ramp up your
promotion activities to build a loyal customer following and generate sales. There are few
components that are necessary to promote your brand image on a wide scale include:

Public Relations: PR disseminates your key messages and company news in online
blogs, trade publications and news outlets. By positioning your company as a thought
leader and expert source on breaking news and trends, PR can improve your brand image

and raise awareness.

Social: Social media is a valuable tool to share information relevant to your industry and
interact with customers and influencers in your field. Believe it or not, a robust social

media presence increases website traffic and improves your brand image.
Search: Search Engine Optimization (SEO) is a tactic that improves your companys
ranking on popular search engines like Google. Its important to your brand image to be

prominently listed in the places customers are searching for information.

Professional development: Employees are encouraged to seek out seminars or classes

that will further their professional development.

Strategic Leaders: East West University offer a graduate certificate program tailored to
meet the emerging leadership needs of East West University now and in the future. These
emerging leaders explore new models by which to lead a growing organization through
its dynamic environment. The formal graduate certificate program is designed to enhance

the knowledge within the next generation of Goodwill leaders.

Management Leadership Series: East West Universitys Management Development
consists of a series of learning experiences developed in-house for East West
Universitys. The objectives of the series focus on enhancing employability skills,
developing business leaders into well-rounded professionals, and providing internal
networking opportunities to bridge the organizational gap. The learning experience
includes the following modules: basic computer skills, basic business skills, social
entrepreneurship, human resources management, financials and process management.

Human resource development: - continuously monitor improving the qualification

structure and the associated guarantee ability of members of individual units with the aim
of achieving continuous qualified personnel background of individual workplaces
without generational ruptures; - encourage younger colleagues to associate professorship
habilitation and professorship inauguration the condition of maintaining the demanding
criteria to meet the required standards; - morally and financially motivate the creative
staff of the University to improved performance on the principles of transparency and

deserved fairness
Public service - offer training programs and courses especially for target groups of
creative professionals in educational and research institutions, in business, in state
administration and self-governments; - have the selected lifelong learning programs
accredited by the Accreditation Commission (AK); - respond to global trends of
convergence and commercialization of services and the general access to traditional and
electronic resources; - ensure uniformity, consistency and quality standard of
communication between the University and the public, partners, and students; - create
conditions for effective, coordinated internal and external communication (the University
magazine, advertising items, promotional materials, representative publications, open
day, press conferences, participation in conferences, education fairs and exhibitions,

publishing, project activity, permanent updating of the University website);

Information and communication technologies - define and implement a new
organizational structure of the University Information System; - continue to implement
and integrate the University Information System and use it consistently in the effective
management of the University; - maximize the Internet wifi access in all of the University

premises;
Organization and management - rationalize any management and administrative
processes in a way exerting the least possible burden to the creative staff and create a
suitable environment for their work; - continually improve the management structure of
the University to maximize the performance at minimum cost; - support the power
system of managers at all levels so that their action is generally beneficial and
motivational; - continue allotting the funds primarily on the principle of the performance
of individual components, but with the increased support for the most powerful units of
the University; - be aware of the uniqueness of the composition of the University from

medico-scientific to the socio-humanitarian, legal and administrative disciplines, and use

it as an advantage in a competitive environment;

Science, research, innovation, and the arts:- the long-term strategy in the field of
science, research, and development is to enhance its cognitive, creative, and
organizational background; - identify and define the strategic lines of research on the
possibilities of individual departments within the University (these shall enjoy
international recognition and application); - differentiate novel approaches in scientific
research, innovative and artistic activities from routine procedures and systematically
support the already established leading scientific research teams; - support the
establishment and development of inter-faculty (i.e. university-wide) scientific and
development teams that began to form based on centers of excellence, and beyond; continue in generating sufficient financial reserves to ensure successful participation in
international projects.