The brand audit university branding in China
The brand audit university branding in China
An MBA student conducting the equivalent of a brand audit discovered over a dozen Chinese translations for the term Vanderbilt University. Here’s what happened as a result, as reported in the Nashville Business Journal:
Vanderbilt University is honing its identify in China through creation of a single brand name that will identify the school in different Chinese dialects.
Shih-Ping (Nancy) Wang, a Taiwan native and second-year [MBA] student…initiated the move…and suggested administrators standardize a name.
‘Fandebao,’ a Mandarin word that translates to ‘place of academic excellence’ or ‘academic center of virtue,’ will be registered with educational ministries and trademark offices to represent Vanderbilt.
The close phonetic match of ‘Fandebao’ to ‘Vanderbilt’ should ease the association process, say school administrators. And Mandarin is the main official language of China and Taiwan.
A brand audit frames a point-in-time snapshot of brand effectiveness within a competitive market. Expertly performed, a brand audit reveals whether the brand is working as intended for both owner and consumer, identifies brand opportunity within an industry or market niche, and often reveals gaps between actual performance and expectation. The brand audit is a tool serving as a reset device for any good brand.
As with Vanderbilt University, a simple brand audit can often expose significant market opportunity.
We recommend Brand Audits be performed at least annually.
And the benefits? Just ask Vanderbilt University.
The brand audit university branding in China - To learn more about this author, visit Steve Cranford's Website.
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Vanderbilt University, an internationally recognized research university in the United States, attracts a high percentage of student enrollment from Asia. A number of students attend Vanderbilt from China and Taiwan.
An MBA student conducting the equivalent of a brand audit discovered over a dozen Chinese translations for the term Vanderbilt University. Here’s what happened as a result, as reported in the Nashville Business Journal:
Vanderbilt University is honing its identify in China through creation of a single brand name that will identify the school in different Chinese dialects.
Shih-Ping (Nancy) Wang, a Taiwan native and second-year [MBA] student…initiated the move…and suggested administrators standardize a name.
‘Fandebao,’ a Mandarin word that translates to ‘place of academic excellence’ or ‘academic center of virtue,’ will be registered with educational ministries and trademark offices to represent Vanderbilt.
The close phonetic match of ‘Fandebao’ to ‘Vanderbilt’ should ease the association process, say school administrators. And Mandarin is the main official language of China and Taiwan.
A brand audit frames a point-in-time snapshot of brand effectiveness within a competitive market. Expertly performed, a brand audit reveals whether the brand is working as intended for both owner and consumer, identifies brand opportunity within an industry or market niche, and often reveals gaps between actual performance and expectation. The brand audit is a tool serving as a reset device for any good brand.
As with Vanderbilt University, a simple brand audit can often expose significant market opportunity.
We recommend Brand Audits be performed at least annually.
And the benefits? Just ask Vanderbilt University.
The brand audit university branding in China - To learn more about this author, visit Steve Cranford's Website.
Like this article? Share it with your friends
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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