Brand Concept
Required information
Assumption ‘s Uniqueness
“The Nature of Catholic Education: The total development of man in accordance with Christian virtues.”
In loyalty to its Christian mission, Assumption University stands for: the inculcation of respect for the three institutions of the Nation: Religion, Country, the King, and a democratic way of life.
• The belief that a man justifies himself and his existence by the nobility of his work
• The commitment to be a light that leads men towards the true source of all knowledge and life
Assumption University’s Identities
“Provision of education to enable students to have awareness of the Last End of Man: the reason for birth, the reason for living, and man’s destination.”
Assumption University aims at forming intellectually competent graduates who:
–are morally sound, committed to acting justly, and open to further growth.
–appreciate freedom of expression, and are imbued with attitudes and ideologies through a carefully integrated curriculum of ethics, science, languages and business management.
–achieve academic excellence through hard work, critical thinking, and effective decision making.
Au Vision 2000: Au envisions itself as
- an international community of scholars
- enlivened by Christian inspiration
- engaged in the pursuit of Truth and knowledge
- serving human society, especially through the creative use of interdisciplinary approaches and cyber-technology
Au Vision 2000: Au envisions its graduates as
1. healthy and open-minded persons, characterized by personal integrity, an independent mind, and creative thinking.
2. professionally competent, willing to exercise responsible leadership for economic progress in a just society.
3. able to communicate effectively with people from other nations and to participate in globalization.
Defining Your Brand
- What is your faculty’s vision?
Au nursing graduates excelling in professional competence, meeting international standards, utilizing a holistic approach for the client, having leadership, professional ethics, responsibility and accountability. The quality of holistic formation and lifelong learning are core values of the nursing faculty and graduates.
- What is your faculty’s mission?
The Faculty of Nursing Science is committed to serve society by providing high quality education with the best academic resources, using a student-centered approach, advanced information technology and innovations:
-To produce high quality nursing graduates according to AU nursing graduate identity: “GLOBAL”
-To render academic services and social responsibility
-To create a body of knowledge through research and nursing innovation
-To preserve Thai arts and culture including cultural diversity sensitivity
-To facilitate holistic formation of faculty members and nursing graduates
3. What do your stakeholders expect from your faculty?
- English proficiency
- Job opportunity and security
- Internationalization
- Professional standard
4. What are your faculty’s core competencies and uniqueness?
Definition of 'Core Competencies' is the main strengths or strategic advantages of a business or services. Core competencies are the combination of pooled knowledge and technical capacities that allow a business or services to be competitive in the marketplace. Theoretically, a core competency should allow a company to expand into new end markets as well as provide a significant benefit to customers. It should also be hard for competitors to replicate.
- Ethics & Legal Practice Competency
- Professional Nursing/Midwifery Practice Competency
- Leadership & Management Competency
- Education & Research Competency
- Professional, Personal & Quality Development Competency
- Language Competency
- Information Technology Competency
- Entrepreneurial Competency
5. What are your faculty’s brand values?
Brand value is the premium that accumulates to a brand from customers who are willing to pay extra for it.
Source:
5.1 Feature and attributes (For example: High quality, a variety of different tastes and strongness, capsule-in-filter, and wide availability)
G= Good/Charismatic Personality
L=Leadership/Entrepreneurship
O=Obvious Ethical Mindedness
B=Being Excellence
A=Advanced Language Skills
L=Literacy in Information Technology
5.2 Benefits (For example: Need for fostering your own independence, Expression of freedom, high quality standard, and international charism)
- High quality of care
- Multi-cultural sensitivity
- International communication efficiency
- Value added for the health care organizations
- Financial security
5.3Beliefs and values (For example: Freedom, independence, genuine, confidence, adventurous, authentic)
- Internationalization
According to the qualities that you want prospects to associate with your faculty, please generate brand message. Write a memorable, meaningful and concise statement that captures the essence of your brand that can be used for marketing and advertising your faculty.
“GLOBAL” is AU nurse
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