Doicin, Cristian-Vasile and Ulmeanu, Mihaela-Elena and Abram, Thomas Neil and Rennie, Allan Edward Watson and Cîtu, Daniela and Murzac, Roman and Tunsoiu, Nicolae and Bărbării, Narcis (2018) University Brand Management through Additive Manufacturing Applications. In: Proceedings of the 31st IBIMA Conference :. UNSPECIFIED, ITA, pp. 6716-6727. ISBN 9780999855102
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Abstract
Brand management is vital for identity development of any educational entity. The paper proposes a brand management strategy developed for a large university using several additive manufacturing applications. A product design and development team identified the need for brand establishment through identity promotion of the universities’ unique capabilities. Several concepts were generated and analysed in accordance with product requirements and restrictions. After technology selection, the selected product was a key chain manufactured with Fused Deposition Modelling. To expand the product portfolio and thus the range of proactive actions within the branding process, two more products were selected for manufacture. Open cast epoxy resin medals and open cast chocolate candies required the development of specialised RTV silicone moulds. Branding management was done in strict correlation with the developed products. Various proactive, reactive and mixed actions were developed and implemented throughout the course of one academic year, targeting short, medium and long term results. The branding campaign included the modification of some study programs, the development of interactive demo shows and implementation of open days. Future research is targeted at ensuring sustainability of the proposed brand management strategy.