Brandon Becker In the inner two circles is the heart of the bull's eye. This is where the pointsof-parity, points-of-difference and the brand mantra is found. For SVSU's College of Business and Management, one POP is the quality of the education students receive from the program. SVSU is a smaller school, so it does not have one of the big ten school programs like MSU, but the quality is close enough to be able to effectively compete. One POD is SVSU's College of Business and Management offers a more personal education with smaller class sizes and more involved professors that cater to specific student needs. Another POD is the superior value offered by the program. A third POD is being fairly priced. In the next circle out are the substantiators or the reasons-to-believe which are attributes or benefits that provide factual or demonstrable support for the POP and POD. One RTB is the AACSB accreditation that the program has of which only 10% of business schools have worldwide. Another RTB is SVSU is one of the best priced public universities with some of the cheapest tuition rates. The outer circle contains the brand values, personality, or character which help to establish the tone for the words and actions for the brand. Some examples for this would be caring, thoughtful, and professional. It also contains the executional properties and visual identity which are more tangible components of the brand that affect the way customers see it. Some examples for this would be the online MBA Program and the professors who teach each course. On the outside are boxes that provide useful context and interpretation. One box highlights the consumer target which would be motivated students seeking career advancement and consumer insight which would be the educational experience is often satisfying and helps students grow into professionals. Another box offers the consumer need which is the desire to better themselves through higher education and the competitive product set which for SVSU's CBM would be classrooms and computer labs. The other box details the consumer takeaway which would be SVSU's CBM offers the highest level of education with the richest educational experience in the CBM. Jingxuan Wu The brand positioning bull's eye is the central aspect of aligning the organization's products and services, and these are essential to understanding how the organization functions. The bull's eye represents the customer, and the dart describes the product and services that the organization offers. There are critical steps that the organization will have to embark on and it will be essential to ensure managerial and external input in implementing its marketing strategies.SVSU'S College of Business and Management will have a brand positioning bull's eye that will have various considerations. The organization has managed to provide quality business education by ensuring an integration of academic as well as experiential learning and at the same time guaranteeing a dynamic environment for the students to study in. It offers a wide range of academic programs and at the same time ensures these diverse programs can assist improve the student outcomes. The college has managed to provide an excellent curriculum to its students that are internationally recognized.It also offers various community-based programs aimed at impacting the nearby communities.It has a strong CSR foundation, and this ensures that the company effectively carries out its CSR responsibilities.The organization aims at providing betterment for students and ensuring that they gain the necessary skills for a better life.It offers limitless opportunities for its students and gives them the tools needed for betterment.It has instilled excellence in educational practices to ensure better outcomes. Shari Hartemberg A way to communicate brand positioning is by using the Brand-positioning Bull's-eye. The brand mantra can be found in the center of the bull's eye. In SVSU's case, the brand mantra can be discribed as 'educational excellence and dynamic partnerships". This is the soul of the SVSU brand that is internally enforced. The Points-of-difference and the points-of-parity can be found outside of the inner brand mantra circle. Points-of-difference are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they couldn't find in the same extent with a competitor. These attributes can be found on the lower end of the circle. Points-of-parity are attributes or benefit associated with the brand that aren't necessarily unique to the brand and that may be shared with other brands. These attributes can be found on the higher end of the circle. The points-of-difference for SVSU are: Voted best dorms in Michigan, High financial aid possibilities, and low student-professor ratio in class. According to SVSU's website, the constitution offers more than $14 million in institutional aid each year, which leads to more than 86% of students who receive financial aid through academic, merit and athletic scholarships. There are also grants, loans and work study opportunities on campus based on financial need. Another POD is the low student-professor ratio in class. The average class size is 21 student, which leads to the professors knowing their students names and they care about supporting the students. Since SVSU is considered a smaller university, this helps for students who want just a little bit more guidance. The student-professor ratio also helps to increase the comfort zone for students and ask their professors questions during or after class. This way students can be more likely to succeed in their classes. The points-of-parity are: Expansive range of educational programs, school size and student population. SVSU offers more than 100 undergraduate and graduate programs, but because of its relatively smaller size other bigger universities can offer students the same. Another POP is that other schools might have similar sizes and similar student population. The reasons to believe the proposition or the substantiators are the next outward circle. These reasons are the demonstrable support to the POD and POP. In SVSU's case, the following reasons can be considered: AACSB accredited College of Business & Management, High standards for ethical behavior and financial stewardship, Supportive environment focused on student success and Safe, friendly and respectfl campus climate. The outside of the circle consists of the values, personality and character of the brand on the higher end of the circle and the visual identity on the lower end of the circle. The values, personality and character and the attributes to the brand. It's the brand's personality. For SVSU these attributes are Passion, diversity, community and supportive. The visual identity on the other hand are the visible elements. For SVSU the colors are red and blue, which can also be found in the SVSU logo. Attached you can find the visual representation of the Brand-positioning Bull'seye for Saginaw Valley State University.
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