Academic Branding Management training workshop for Agriculture teachers was held in UPLB SEARCA study room last June 16-17,2018. The head trainers were Prof Glenn N. Baticados and Glenn B. Gregorio. Instead of the usual SWOT analysis, the Value Proposition Canvas was used because it provides a more holistic picture of the factors and considerations in identifying UNO-R’s unique value proposition. The goal is for UNO-R, specifically the Agriculture program to build SIMPLE values by promoting a curriculum which is “Industry-designed; Employment-ready; and Partnership-driven.”
Mr. Gian de Jesus facilitated a visioning exercise for the group in order to begin the “Branding Journey” which is composed of the following:
- Brand Message
- Brand Name
- Brand Design Brief
- Brand Logo
- Brand Identity
- Brand Guidelines
- Brand Applications
- Brand Personality
- Brand Voice
- Brand Experience
- Brand Story
- Brand Value
- Brand Strategy
- Brand Engineering
- Brand Culture
The visualization activity led to the following insights and recommendations:
- People’s perception of agriculture and of UNO-R is very traditional.
- The Rolex program, on the other hand, is very current and 21st
- To marry these, UNO-R should make good use of its online infrastructure which is already in place, and attach the “millennial” brand to UNO-R.
- There are four authors when it comes to brand story, namely:
- The company itself – UNO-R
- Popular culture
- Influencers / Brand ambassadors
- Experiences and collective stories from the students and parents (customer segment)
Finally, the continuation of the co-creation of the Brand Story will still be geared towards changing people’s perceptions and mindsets – towards UNO-R, toward agriculture, and towards education responsive to the needs of 21stcentury learning.
AgRecoletos 