การปรับเปลี่ยนตราสินค้า “มหาวิทยาลัยนานาชาติแสตมฟอร์ด”

Abstract

The objectives of this research were: 1) to study the rebranding strategy of Stamford International University, 2) to study the integrated marketing communications (IMC) strategy of Stamford International University and 3) to examine Bachelor’s Degree students’ perceptions and attitude towards Stamford International University’s brand and its integrated marketing communications. To achieve the objectives, in-depth interviews were conducted with a member of Stamford International University’s management team and representatives of University’s branding consultant company. After that, the researcher surveyed Stamford International University’s 200 Bachelor’s Degree students, aged 15-22 years old, in Bangkok campus.

The qualitative result revealed that Stamford International University rebranded under the following steps: 1) analyze environmental context, 2) establish brand positioning and brand personality, 3) create brand identity and corporate branding and 4) plan marketing mix (4Ps) strategy. Both internal and external marketing communications were consistently implemented. Furthermore, the findings from the survey indicated that students positively perceived the university's brand and had positive attitude towards the curriculum, university's brand, corporate brand and integrated marketing communications. Finally, the relationship between students' attitude towards the curriculum and towards the university brand was higher than their attitude towards the integrated marketing communications.