Marketing Assignment | Re-branding Assignment

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Australian Catholic University

Added on 2020-05-08

Marketing Assignment | Re-branding Assignment

Australian Catholic University

Added on 2020-05-08

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Running head: MARKETING MARKETINGName of the Student:Name of the University:Author note:

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1MARKETINGRebranding NeededSometimes rebranding is important as it keeps the company in the track of the marketcompetition. Rebranding always caters the customer’s need and takes a strong image to theconsumer’s mind (Völckner and Sattler 2013). The rebranding is needed because it is thecompany’s brand strategy. It is important because it is associated with the ACU’s image,logo, advertising and the marketing strategy. After an acquisition, the ACU needs to rebrandtheir products and it helps in keeping the new products with its existing lines of products.It is important because it helps them in maintaining how all the stakeholdersexperience them. The ACU’s new brand strategy will help them to keep their commitment inhigh performance of teaching and learning, researching, engaging students, partnership andexcelling their services. Ways of Changing the Existing Brand ACU believes that brand is much more than a logo. The ACU’s existing brand haschanged in a way it has introduced a clearer and stronger typeface and made an importantvisual connection between the trefoil and the typeface. They have done this to make the logomore distinct and interesting. The ACU has also changed the logo color for expressing andreflecting better empathy and impact on the mind of the customers. The impact has created bykeeping the red color, which is distinct and unique for ACU. It also creates a connection withthe uniqueness of the ACU red. The expression and reflection of empathy is shown byintroducing a dark purple color. The company has evolved their logo as the rebrandingproject; however, the new one is closely similar to the existing one. The changes in the logoimply a necessity to improve the functionality of its usability. However, the changes add anextra layer to its confidence (Singh, Tripathi and Yadav 2012) .

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2MARKETINGEffectiveness of the Changes The changes are effective in a way it reflects the unique identity of the ACU. Thechanges might imply the notion of who they are and what they are stand for. This is the firsttime when they have invested so much money to express their true and sole identity. It isassociated with their ambition of who they want to become in the future. It will also have aneffect on the culture of the organization. It adds in improving their functionality (Roy andSarkar 2015). It is effective in a way that it creates deeper sense of confidence and theauthority knows it well that it could foster a new work culture. The overall impression isdetermined by the rebranding strategy as it has influencing power. As ACU is a university,they have very interesting and exciting story to tell. However, these changes will allow themto do it with their unique voice. Positioning the University The Australian Catholic University is positing itself in a way as this university offersa welcoming environment to all its students, staffs and teachers irrespective of the socio-cultural and geo-political backgrounds. The door of the university is open to all and theyinvite everyone to their campus. It wants to provide a shared identity among the students,staffs and teachers. It wants to inspire everyone in the spirit of embracement. It wants toinspire the personal growth of the students and teachers (Morgan and Rego 2013). It wants toinspire the spirit of curiosity and generosity. It wants to engage in providing the environmentthat is worth living. However, each of the members of the university can exercise his or herrights. The university wants to position itself in a way that can help the members of theuniversity to engage in bigger commitment with life.

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