Marketing for Journal of Sociological Research - myassignmenthelp

Question: Discuss about theMarketing for Journal of Sociological Research. Answer: Rebranding Needed Sometimes rebranding is important as it keeps the company in the track of the market competition. Rebranding always caters the customers need and takes a strong image to the consumers mind (Vlckner and Sattler 2013). The rebranding is needed because it is the companys brand strategy. It is important because it is associated with the ACUs image, logo, advertising and the marketing strategy. After an acquisition, the ACU needs to rebrand their products and it helps in keeping the new products with its existing lines of products. It is important because it helps them in maintaining how all the stakeholders experience them. The ACUs new brand strategy will help them to keep their commitment in high performance of teaching and learning, researching, engaging students, partnership and excelling their services. Ways of Changing the Existing Brand ACU believes that brand is much more than a logo. The ACUs existing brand has changed in a way it has introduced a clearer and stronger typeface and made an important visual connection between the trefoil and the typeface. They have done this to make the logo more distinct and interesting. The ACU has also changed the logo color for expressing and reflecting better empathy and impact on the mind of the customers. The impact has created by keeping the red color, which is distinct and unique for ACU. It also creates a connection with the uniqueness of the ACU red. The expression and reflection of empathy is shown by introducing a dark purple color. The company has evolved their logo as the rebranding project; however, the new one is closely similar to the existing one. The changes in the logo imply a necessity to improve the functionality of its usability. However, the changes add an extra layer to its confidence (Singh, Tripathi and Yadav 2012) . Effectiveness of the Changes The changes are effective in a way it reflects the unique identity of the ACU. The changes might imply the notion of who they are and what they are stand for. This is the first time when they have invested so much money to express their true and sole identity. It is associated with their ambition of who they want to become in the future. It will also have an effect on the culture of the organization. It adds in improving their functionality (Roy and Sarkar 2015). It is effective in a way that it creates deeper sense of confidence and the authority knows it well that it could foster a new work culture. The overall impression is determined by the rebranding strategy as it has influencing power. As ACU is a university, they have very interesting and exciting story to tell. However, these changes will allow them to do it with their unique voice. Positioning the University The Australian Catholic University is positing itself in a way as this university offers a welcoming environment to all its students, staffs and teachers irrespective of the socio-cultural and geo-political backgrounds. The door of the university is open to all and they invite everyone to their campus. It wants to provide a shared identity among the students, staffs and teachers. It wants to inspire everyone in the spirit of embracement. It wants to inspire the personal growth of the students and teachers (Morgan and Rego 2013). It wants to inspire the spirit of curiosity and generosity. It wants to engage in providing the environment that is worth living. However, each of the members of the university can exercise his or her rights. The university wants to position itself in a way that can help the members of the university to engage in bigger commitment with life. Position Communication The positing needs to be communicated among its students, teachers and staffs (Vlckner and Sattler 2013). The clarity of focus, which is one of the ways of positioning, is being communicated by acknowledging the people who has natural attraction to the ethos of the university culture. Inclusion of all students and members of the university irrespective of the socio-cultural and socio-economical background are communicating the sense of shared identity. The university wants to build a diverse community, which allows everyone and pays respect to everyones cultural values. The communication is done by stimulating everyone that they are the part of this university. The university wants everyone to practice the intellectual and human potential fully and for this purpose, the university wants to provide the appropriate environment to all the members of the university. This university has grown recently in research output. However, the growth in research excellence is not compromised with e ffective changes in the diversity policy. The university wants to remain inclusive in nature and supportive for everyone, everyday. The positing is being communicated by providing more benefits and opportunities to the students, teachers and staffs. The central components of its curriculum involve to the involvement to the real world and it encourages its students and staffs to participate in the problems of the real world. The Australian Catholic University is deeply engaged and connected to the society and industry. The university wants to communicate the bigger purpose of the education for the humanity with their students. Impact through Empathy The university wants to be the agent of changing the world. The university wants to play a role that would inspire the students to make a difference by cultivating the ability of the students to act. However, for this purpose, the students need to think empathetically. The sense of empathy comes from the heart of the human being. As this is not only concerned with mere emotion, it has complex intellectual framework, which is associated with conviction, courage and integrity (Smith 2017). It has capacity to push people from their comfort zone and fall into somewhere great. The brand essence, Impact through Empathy is the effect of the catholic values, on which the university has been established upon. It defines the purpose to move forward. It also provides inspiration to connect to the international community in a more meaningful manner. References Morgan, N.A. and Rego, L.L., 2013, May. Brand portfolio strategy and firm performance. American Marketing Association. Roy, S. and Sarkar, S., 2015. To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes.Journal of brand management,22(4), pp.340-360. Singh, A.K., Tripathi, V. and Yadav, P., 2012. Rebranding and organisational performance-some issues of relevance.American Journal of Sociological Research,2(5), pp.90-97. Smith, J., 2017. What is empathy for?.Synthese,194(3), pp.709-722. Vlckner, F. and Sattler, H., 2013, May. Drivers of brand extension success. American Marketing Association.