Accepted author manuscript, 608 KB, PDF document
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review
}
TY - GEN
T1 - University Brand Management through Additive Manufacturing Applications
AU - Doicin, Cristian-Vasile
AU - Ulmeanu, Mihaela-Elena
AU - Abram, Thomas Neil
AU - Rennie, Allan Edward Watson
AU - Cîtu , Daniela
AU - Murzac, Roman
AU - Tunsoiu, Nicolae
AU - Bărbării, Narcis
PY - 2018/6/1
Y1 - 2018/6/1
N2 - Brand management is vital for identity development of any educational entity. The paper proposes a brand management strategy developed for a large university using several additive manufacturing applications. A product design and development team identified the need for brand establishment through identity promotion of the universities’ unique capabilities. Several concepts were generated and analysed in accordance with product requirements and restrictions. After technology selection, the selected product was a key chain manufactured with Fused Deposition Modelling. To expand the product portfolio and thus the range of proactive actions within the branding process, two more products were selected for manufacture. Open cast epoxy resin medals and open cast chocolate candies required the development of specialised RTV silicone moulds. Branding management was done in strict correlation with the developed products. Various proactive, reactive and mixed actions were developed and implemented throughout the course of one academic year, targeting short, medium and long term results. The branding campaign included the modification of some study programs, the development of interactive demo shows and implementation of open days. Future research is targeted at ensuring sustainability of the proposed brand management strategy.
AB - Brand management is vital for identity development of any educational entity. The paper proposes a brand management strategy developed for a large university using several additive manufacturing applications. A product design and development team identified the need for brand establishment through identity promotion of the universities’ unique capabilities. Several concepts were generated and analysed in accordance with product requirements and restrictions. After technology selection, the selected product was a key chain manufactured with Fused Deposition Modelling. To expand the product portfolio and thus the range of proactive actions within the branding process, two more products were selected for manufacture. Open cast epoxy resin medals and open cast chocolate candies required the development of specialised RTV silicone moulds. Branding management was done in strict correlation with the developed products. Various proactive, reactive and mixed actions were developed and implemented throughout the course of one academic year, targeting short, medium and long term results. The branding campaign included the modification of some study programs, the development of interactive demo shows and implementation of open days. Future research is targeted at ensuring sustainability of the proposed brand management strategy.
M3 - Conference contribution/Paper
SP - 6716
EP - 6727
BT - Proceedings of the 31st IBIMA Conference
CY - Milan, Italy
T2 - 31st IBIMA Conference
Y2 - 25 April 2018 through 26 April 2018
ER -