Brand Image: With the vast amount of information available

to students today, the competition between universities has

never been higher. As ever-growing numbers of people attend
university, everyone is looking for the edge that will help them
land their desired career, and to do that they need to know
their university choice is right for them.
Making sure Southeast University stands out is vital for
successfully attracting students. Branding is now an essential
part of the marketing strategy for any university.
Brand Image aims explaining the components of image and
attributes of student satisfaction, the relationships between the
different components of the university image and to what
extent they may affect the students’ satisfaction. Southeast
University’s brand image; leaders in higher education likewise
fixate on their school's perceived image and value equation in
the marketplace. In many cases, though, our educational brand
strategy is limited to marketing and advertising campaigns. But
an effective brand management strategy can be maximized
only if the brand carries a promise -- and if every member of
the academic community is committed to fulfilling that
promise.

How Brand Image is created: Brand image is created by

creating a solid identity is the best way to appeal to students as
it helps reinforce any advertising messages and promotes a
distinctiveness which separates an institution from others. The
branding and slogans for most universities are remarkably
similar. SEU tend to feature references to the institution by it’s
slogan “Meeting The Challenges of Time”

Challenges: Southeast University will have to behave more like

true brands to ensure success.
So what can each of these challengers do to increase their
chances of success in the uncapped world?

•Year Round Content: As recruitment becomes more open

ended SEU will have to work out how best to provide year
round content that engages and not just rely on traditional
marketing linked to the legacy recruitment cycle.

• Current Content : We will also need to take a long hard look

at what content our university currently relies on to attract new
students.

• Being not beige: The challenger universities have to break out

from being so “beige”. We should not be slavishly conforming
to sector norms when we communicate. Instead SEU should be
standing out and attracting attention. Wherever there is
perceived parity with peers, there must have a voice, a
personality and a point of distinctiveness.

Creating new subcategories

The only way to grow, with rare exceptions, is to develop “must
have” innovations that define new subcategories and build
barriers to inhibit competitors from gaining relevance. That
requires substantial or transformational innovation and a new
ability to manage the perceptions of a subcategory so that it
wins.
Building brand internally
It is hard to achieve successful integrated marketing
communications or breakthrough marketing without
employees both knowing the vision and caring about it. The
brand vision that lacks a higher purpose will find the inspiration
challenge almost impossible.
Treating brands as assets
The ongoing pressure to deliver short-term financial results
coupled with the fragmentation of media will tempt
organizations to focus on tactics and measurable and neglect
the objective of building assets.

Increased Competition : competition will continue to transform

universities. New competition is also entering the field. We
should present a welcoming climate for genuine international
students and academics and ensuring that visa and immigration
rules and procedures are proportionate. If we are to maintain
our place as a leader in higher education, SEU must show that
its doors are open to the very best and brightest academics and
students from anywhere in the world.