Myanmar Imperial University: Brand Collaboration Report

This report delves into the strategic alliance of brand collaboration, emphasizing its significance in fostering competitive advantage and customer loyalty. It explores various aspects, including brand partnerships, global branding, and positioning, with a focus on Myanmar Imperial University (MIU). The report highlights MIU's domestic and international collaborations, such as partnerships with Pearson Education, Sharda University, Alpine Company, and Cha Thai Milk Tea Company. It examines brand measurement techniques, including customer surveys, website traffic analysis, and social media platforms. Furthermore, it provides an in-depth analysis of brand tracking and brand audit techniques, covering brand inventory and brand exploratory phases. The report underscores the importance of these techniques in assessing brand health, identifying strengths and weaknesses, and aligning brand strategies with customer expectations, ultimately aiming to enhance brand value and market position.

Brand Collaboration
It is a strategic alliance and two or more separate products and services. An innovative and
unique product for marketing clients who aim to benefit competitive parties and marketing
parties. Therefore, the organization needs to help survive through competition and gain
customers loyalty (Brand, 2017).
Brand Partnerships and Collaborations
Collaboration with brand partners is invaluable. This is because they help to bring together two
different brands that will benefit both of their reputations. Therefore, those who enter into
partnerships with brand partners are essential on the brand value page and even on the target
consumer page (Lim, 2014).
Global Branding and Positioning
Different perspectives need to be considered due to the global brand location. This is what the
brand needs to do to reach a global audience. The global brand location requires customization
of standardized descriptions. Trademark Sales Status (USP). Its benefits In addition to the brand
value of the brand and the audience's special priorities and needs, you need to describe it. The
location declaration is too long and should only be used internally (Wallace, 2014).
Apply on the patterns of brand globalization in Myanmar Imperial University
MIU refers to its market name. Expanded around the world with a variety of products and
locations. MIU to expand Imperial Gems and Jewelry to Singapore as a country interested in
gems, MIU will export high quality cultural gems as traditional products from Myanmar. The
organization is committed to its goals and objectives. You need to maintain the necessary
things. Due to the quality and design, the product is intended for high-cost, high-income
customers.
Collaboration in partnership with global extension in Myanmar Imperial
University
Myanmar Imperial University has a lot of partnership not only in domestic but also in global.
Nowadays, MIU has partnered with Pearson education mainly to support MIU education service
for offering Higher National Diploma, Bachelor, Master and Doctor of business, marketing and

international tourism management. MIU will again collaborate with Sharda university to launch
English diploma which can improve fluent in English can also provide in IELTS skills. The
duration of this course is a two-year program that is also fit with MIU other diploma education
service. There will be English diploma classes in regular timetable. 1 semester can last 5
months. Students can cost nearly 400,000MMK for 1 semester and then duration of this course
is 4 semesters. After 2 semesters, student can get certificate, after passing 4 semesters
successfully, they will be awarded diploma. By do collaboration, MIU should taking this course,
students will have interest in English, will try to get diploma. They can also improve English skill
by having effective marking and exam systems. Student’s career prospects, employment
opportunities will increase significantly. Then, these days people who speak fluent English have
highly sought after many types of companies, including international companies. That is good
for student who want to study at abroad university, they can study English at regular school
time, they don’t need to go another place to study English. Therefore, student can do education
effectively, efficiently by studying both Business and English. That is essential for student
because assignment system, presentations are in English language, some of students want to
study at foreign university. So, this course is good for all students. Customer will recognize
having effective teaching style, support of MIU by offering English diploma class. MIU should
hire enough English qualified lectures for English diploma class. Now, MIU face with problem of
not having English lectures, students do not interest in English because of not having strict rule.
By adding this class not only MIU should teach according to Sharda university’s criteria but also
students should try at least to get pass exam, diploma. MIU should also arrange class because
some of class is small for huge number of students because of that customer will not be satisfy
with service. As a result, when customer do not get satisfaction with service, they will not
purchase service that MIU offer, that can be big lost for MIU. MIU should arrange price by
combining with programs because this course will bound with primary program. If price is not
much difference from original program price, students will not against MIU program system but
one of treats is some of student does not want to learn English. For them, they can against MIU
system because they will think this course is naughty for them.
Domestic of Brand Collaboration on Myanmar Imperial University

As for the domestic brand collaboration, MIU will collaborate with Alpine Company to produce
the water bottles with MIU on it. MIU want the brand easily to be recognize in peoples’ mind in
daily life. Water is essential in everyone’s lives so they could see the MIU logo on the bottles
and can remember and familiar with it. It can increase loyalty and brand awareness from the
customers and build the deep relation and connection with the customers and both
organizations. So, they make the contract and set the profit share to the investment ratio.
Internationally of Brand Collaboration on Myanmar Imperial University
For internationally brand collaboration, MIU will collaborate with Cha Thai Milk Tea Company.
Since MIU is going to expend the coffee shop in the school campus, it will join with Cha Thai to
get more market opportunities. Tea is also the traditional tea in Myanmar so most of the
people love it and the bubbles in tea make it more special so the customers love it so much.
This can increase the customer’s satisfactions and loyalty both organizations.
LO4
Organizations need to examine the position of their brands in their competitive markets in
order to implement a variety of growth strategies to maintain their position in the international
market. Therefore, organizations need to use certain techniques to manage and measure the
value of brands. This section covers market share. Understand the various methods that can be
used to measure purchasing behaviour and customer attitudes. It also focuses on trademark
tracking and trademark auditing techniques.
P-5
Brand Measurement Techniques
here are many techniques and techniques that can be used to measure a brand. These are the
first of these surveys. Customer surveys show how well a brand is doing in the marketplace. It is
very easy to evaluate bad. Surveys are a method of quantitative research that relies heavily on
the results of surveys. By looking at website traffic and looking at search volume data for a
brand or service, you can make a lasting impression on how good a service is on the market. If
web and search engine analytics are high for a branded product, it could be a popular product
among customers (Malhotra, 2013). Using social media platforms is very useful for activities

such as branding. Social media platforms can reveal a lot of information about the appeal of a
branded service or a very widely used product (Isberg, 2013).
Brand Tracking
Brand tracking is way of continuously measuring the health of a brand, both in terms of
consumers’ usage of it (see Brand Funnel) and what they think about it. Opinion on a brand is
usually divided into overall brand warmth/love, brand momentum and attributes associated
with that brand. A strong brand tracking program will supply an authoritative read of a brand’s
progress at a macro level and diagnose the changes that will deliver improvement (Market
Research, 2020).
Brand Tracking Survey
Brand tracking, the process of continuously measuring the health of a brand over time, is
essential to measure the brand health metrics that matter, track brand health over time, and
contextualize brand health strengths and weaknesses to adjust brand strategy. Brand tracking
allows marketers to analyze and benchmark a variety of factors, such as how customers feel
about the brand and what factors they would improve, helping marketers pinpoint strengths
and weaknesses and adjust their brand strategy accordingly. Brand tracking is way of
continuously measuring the health of a brand, both in terms of consumers’ usage of it (see
Brand Funnel) and what they think about it. Opinion on a brand is usually divided into overall
brand warmth/love, brand momentum and attributes associated with that brand.
Brand Audit
A brand audit is a detailed analysis that shows how your brand is currently performing
compared to its stated goals, and then to look at the wider landscape to check how that
performance positions you in the market. The methodology will therefore differ depending on
industries and individual companies. Regardless of the exact criteria you choose to measure, an
audit should allow you to establish the performance of your brand, discover your strengths and
weaknesses, align your strategy more closely with the expectations of your customers,
understand your place in the market compared to the competition (Smith, 2016).
Brand Audit examines the current position of the brand in the market among the competitors
to review the effectiveness of the brand in the market. Organization should do brand audit to

determine the position compare with competitors in the market to design the corrective
strategies. Organization can know the strength and weakness of the business and they can
transform the weakness into empower. Then, organization can sure that they are offering the
products accurately with the customer expectations. Brand Audit can be divided into two steps.
They are brand inventory and brand exploratory. In brand inventory step, attributes and
characteristics of brand current offering product’s fact are stated (Parameswaran, 2006).
A brand audit is a detailed analysis that shows how your brand is currently performing
compared to its stated goals, and then to look at the wider landscape to check how that
performance positions you in the market (Smith, 2016).
Figure (26) - Brand Audit
Brand Inventory
A brand inventory is gathering all the pieces of your brand and assessing their worth
individually and as a whole. It’s to see what you have, what needs work, and what needs to be
created (Kellermeyer, 2018).
A brand inventory is just one piece of a brand audit, which allows a brand to examine its
sources of brand equity. A brand inventory provides a thorough profile of the current marketing
Brand Audit
Consumer beliefs and
perception from firm
Business ( what
product and services
are currently offered)
Set the strategic
direction

and branding efforts of a company’s goods or services. Conducting a brand inventory consists of
profiling all of these elements and compiling it into one comprehensive document (Keller,
2008).
A brand inventory is gathering all the pieces of your brand and assessing their worth
individually and as a whole. It’s to see what you have, what needs work, and what needs to be
created (Kellermeyer, 2016).
Brand Exploratory
The brand exploratory is research activity conducted to understand what consumers think and
feel about the brand and its corresponding product category to identify sources of brand equity
( Sales/Marketing Management, 2007).
Brand exploratory can give more detailed information about the customer by qualitive
research. The information of what customer really think of the brand, what customer think and
feel about the brand and then the sources of brand equity and possible are included in the
brand exploratory (Parameswaran, 2006).
Qualitative Research Techniques
There are many different ways to uncover the types of associations linked to the brand and
their corresponding strength, favorability, and uniqueness. Qualitative research techniques
often identify possible brand associations and sources of brand equity. These are relatively
unstructured measurement approaches that permit a range of both questions and answers and
so can often be a useful first step in exploring consumer brand and product perceptions (Keller,
2013).
Qualitative research is a type of social science research that collects and works with non-
numerical data and that seeks to interpret meaning from these data that help understand social
life through the study of targeted populations or places (Crossman, 2020).
It often involves words or language but may also use pictures or photographs and observations
(Skills You Need, 2019).
Quantitative Research Techniques
Although qualitative measures are useful in identifying the range of possible associations with a
brand and some initial insights into their strength, favorability, and uniqueness, marketers

often want a more definitive portrait of the brand to allow them to make more confident and
defensible strategic and tactical recommendations. Some say qualitative research strives to
uncover and discover, while quantitative research aims to prove or disprove. Whereas
qualitative research typically elicits some type of verbal response from consumers, quantitative
research typically employs various types of scale questions from which researchers can draw
numerical representations and summaries. Quantitative measures of brand knowledge can help
to more definitively assess the depth and breadth of brand awareness, the strength,
favorability, and uniqueness of brand associations; the positivity of brand judgments, feelings
and the extent and nature of brand relationships. Quantitative measures are often the primary
ingredient in tracking studies that monitor brand knowledge structures of consumers over time
(Keller, 2013).
Quantitative research is defined as a systematic investigation of phenomena by gathering
quantifiable data and performing statistical, mathematical, or computational techniques.
Quantitative research collects information from existing and potential customers using
sampling methods and sending out online surveys, online polls, questionnaires, etc., the results
of which can be depicted in the form of numerical. After careful understanding of these
numbers to predict the future of a product or service and make changes accordingly (Question
Pro, 2020).
The data produced are always numerical, and they are analyzed using mathematical and
statistical methods. If there are no numbers involved, then it’s not quantitative research (Skills
You Need, 2019).
Brand Tracking Techniques and Brand Equity Audit
Trademark tracking is a well-known method. The health of the brand is constantly measured.
There are trademarks defined by businesses and organizations, such as trademark tracking and
family trademark tracking. Yangon brand inspections are conducted regularly to assess the
brand or service performance of a brand in the market. All you need to do to run a brand test is
to create a framework like the decision of your target customers. Marketing plan to reach this
customer base (Johansson & Carlson, 2014). The third step in brand auditing is to review web
analytics. After reviewing social media data, you need to review the sales data. Finally, you

need to look at the competitors on the screen. Take action to compete with competitors and
promote the brand with the best brand in the market and check the results of this brand audit.
Understanding the relationship between branding and finance
Therefore, it is important to note that once the relationship between finance and the brand is
understood, the change in brand attitudes is returning to the new generation of accountants
and shareholders. Brands are known to have a positive relationship with the recovery of the
stock market. The response of stock market participants to any brand expansion announcement
depends on the brand and maturity. The stock market also responds well to familiar brands and
highly respected brand extensions. In this case, the stock market is very popular. However, that
unfamiliar brands are not always responsive (Brooks & Anumudu, 2016).
Understanding the Concept and Different Approaches to Brand Value
Trademark value refers to the value associated with a trademark. Branding is an important
aspect of successful brand management and is done in three important ways. The first is the
cost approach, the second is the marketing approach, and the third is the income tax.
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.
1. Assessing Attributes
Loyalty, values such as knowledge and market share are valued. Young & Rubicam has
developed the "Brand Asset Valuator". Suitability; Other approaches are skeptical, but the
concept is the same. Such methods can be challenging because they are often used for more
than a specified value (Keohane, 2019).
2. Brand Equity
This approach combines three factors. Effective market share, all components are calculated as
a proportion of each component of total market share sales. Relative price, the ratio of the
price of goods sold under the specified brand, divided by the average price of comparable
products in the market and durability, the percentage of customers who will buy that brand
next year (Keohane, 2019).
3. Brand Valuation

Trademark valuation techniques are designed to obtain the most available financial data
available in the form of a brand value proposition. These techniques, despite the challenges, at
least try to create a brand-name brand that is at least brand-strong (Keohane, 2019).
4. Algorithmic
WPP conducts an annual valuation report published as the “Brand Z Top 100 Most Valuable
Brand” report. In addition to the company's financial data, it uses assessments of the brand's
role in market transformation and revenue generation. The future is then predicted based on
the strength and risk of the brand. A brand has "mixed" formulas that can be used to determine
what is most important (Keohane, 2019).
5. Royalty Relief
Brand Finance annually conducts its own Global 500 study using the "Copyright Relief" method
to calculate the net present value of patent payments received if an organization licenses its
trademark to a third party (Keohane, 2019).
D1 Provide critical evaluation on how to manage brand with strong evidence to demonstrate
and understanding of branding with your selected organization
STP of collaborating with English Diploma Class
Table (12) - Segmentation
Types of Segmentations Segmentation Criteria Target Segment
Geographic Region Yangon division.
Density Urban.
Demographic Age 17 years to 60 years (they
have to pass Matriculation
exam).
Religious Any Religious.
Occupation Student.
Psychographic Interest People who are interested in
English Subject.
Price Sensitivity This course is not that
expensive compare with

other English classes.
Behavioral Personality Person who likes to have two
diplomas in the same time.
Benefits Recognizable diploma can
fluent in English and it is also
supportive for the student
who want to take IELTS
exam.
Social Class All levels of classes.
Targeting
Our service includes both men and women. MIU's marketing strategy for English Diploma is
different. MIU focuses on the customer who is purchasing educational services. MIU intends to
open an English Diploma course. And MIU provides a variety of educational services by
upgrading them. Each can provide specific benefits to educational service clients.

Above the picture above, Myanmar Imperial University is the first privately run university in
Myanmar since 2004. MIU, in partnership with universities around the world, provides a world-
class education for Myanmar students. Those who pursue business knowledge. In honor of the
seminar, the MIU is committed to nurturing ethical leaders and developing the country in a
positive manner. Support for globally recognized quality education and development of
qualified leaders for delightful memories with values and respect in an age of increasing
education. MIU is more expensive than other competitors in the field of education. Strategy
First also has high brand awareness but the price is less than MIU. The University of the United
Kingdom has a lower brand than other private universities. Because of its entry into the
education services market. Victoria University's brand and price are in the middle.
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