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BOI-hjulet. Syfte. Kartlägga hur några av konstnärliga fakultetens viktigaste konkurrenter arbetar med sin varumärkesarkitektur. . Konkurrentanalys. SWOT. Målgruppsanalys. Konkurrentanalys. Nulägesanalys. Hög kostnadseffektivitet. Låg kostnadseffektivitet. Lå g k apitalisering.

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Presentation Transcript
slide2

Syfte

Kartlägga hur några av konstnärliga fakultetens viktigaste konkurrenter arbetar med sin varumärkesarkitektur.

slide3

Konkurrentanalys

SWOT

Målgruppsanalys

Konkurrentanalys

Nulägesanalys

slide4

Hög kostnadseffektivitet

Låg kostnadseffektivitet

Låg kapitalisering

Hög kapitalisering

Låg risk

Hög risk

Låg flexiblitet

Hög flexiblitet

Strategiska alternativ

Individuella varumärken

Moder-varumärke

Hybridstrategier

Dotter/Moder

Moder/Dotter

slide9

Mission, Vision och Värderingar

To world class in ten years

Mission

The Aalto University strives to change the world through top-quality interdisciplinary research, pioneering education, surpassing traditional boundaries, and renewal. The Aalto University educates responsible, broadminded experts with a comprehensive understanding of complex subjects to act as society's visionaries.

Vision

The best connect and succeed at Aalto University, an institution internationally recognized for the impact of its science, art, and learning.

slide10

Mission, Vision och Värderingar (forts.)

Values

A passion for exploring boundaries.

The freedom to be creative and critical.

The courage to influence and excel.

The responsibility to care, accept and inspire.

Founded on high ethics, openness, and equality.

The increasing societal impact of universities creates both challenges and opportunities, which can be summarized as follows:

Focusing of operations based on quality

Making use of multidisciplinary expertise and partnerships to develop innovation know-how

Internationalization

Autonomy

Professionalizing university services and exploitation of information technolog

slide11

Varumärkesarkitektur – modervarumärkesstrategi

Aalto University

Modervarumärke

Aalto University

School of Art and Design

Dottervarumärke

Svenskt namn

Finskt namn

slide14

Mission, Vision och Värderingar

«Kunsthøgskolen i Oslo samler utdanning og utviklingsarbeid innen visuell kunst, scenekunst og design i et praksisnært samspill med internasjonale og nasjonale fagmiljøer. Vi er et sted for de helt nødvendige vanskeligheter, konflikter og selvmotsigelser som må til for at fag, mennesker og samfunn ikke stivner».

slide15

Varumärkesarkitektur – Moder/dottervarumärkesstrategi

Kunsthøgskolen i Oslo

Oslo National Academy of the Arts

Modervarumärke

Dottervarumärken

Operahøgskolen

Academy of opera

Kunstfag

Visual art

Kunstakademiet

Academy of fine art

Balletthøgskolen

Academy of dance

Design

Teaterhøgskolen

Academy of theatre

Akronym: KHIO

slide18

Mission, Vision och Värderingar

Berlin University of the Arts

Berlin University of the Arts is one of the biggest, most diversified and traditional universities of the arts world-wide. The teaching offered at the four colleges of Fine Art, Design, Music and Performing Arts as well as at the Central Institute of Further Education encompasses the full spectrum of the arts and related academic studies in more than 40 courses. Having the right to confer doctorates and post-doctoral qualifications, Berlin University of the Arts is also one of Germany’s few art colleges with full university status

slide19

Mission, Vision och Värderingar (forts.)

Creative Excellence

The quintessence of Berlin University of the Arts is training in the arts. Outstanding chairs at all its colleges, as well as the steady development of teaching concepts, help to secure and consistently improve the high standard of artistic and art-theoretical education at Berlin University of the Arts.

Almost all the study courses at Berlin University of the Arts are part of a centuries-old tradition. Combining separate academies to create what was then, in 1975, the Hochschule der Künste (HdK), the university has since developed into a network of colleges. Spurning compromise in artistic and creative disciplines, these colleges facilitate an integrated view of the arts by means of interdisciplinary projects, shared theoretical starting points, and the consolidation of related academic fields. Thus Berlin University of the Arts gives its students - at an early stage and within the protected sphere of a study course - the opportunity to investigate and experiment with other art forms in order to recognise and extend the boundaries of their own discipline.

slide20

Varumärkesarkitektur – modervarumärkesstrategi

Universität der Künste Berlin

Berlin University of the Arts

Modervarumärke

Dottervarumärken

Bildende Kunst

The College of

Fine Arts

Gestaltung

The College of

Architecture,

Media and Design

Musik

The College of

Music

Darstellende Kunst

The College of

Performing Arts

Akronym: UdK

slide23

University of the Arts London

Six distinctive and distinguished Colleges make up University of the Arts London:

Camberwell College of Arts

Central Saint Martins College of Art and Design

Chelsea College of Art and Design

London College of Communication

London College of Fashion

Wimbledon College of Art.

Located within London, the Colleges are at the heart of their respective communities. Drawing on and contributing to the local culture, they foster closely-knit and welcoming environments in which to study, supported by all the resources of the larger University and the wider arts community.

slide24

Mission, Vision och Värderingar

‘University of the Arts London is recognised as one of the foundations on which London has built its reputation as the creative capital of the world.’

slide25

Mission, Vision och Värderingar

• We are a world-leading university for teaching and research in the fields of arts, design and communication, offering a unique range of courses which nurture creative ability from across the world.

• We are a specialist collegiate university: each College has a particular academic ethos within a practice-led tradition, informed by its own distinctive history and relationships.

• Our Colleges work together to enrich the experience of our student and staff communities across the University, and to increase our impact on the creative and cultural sectors, not only in London and the UK, but also globally

slide26

Mission, Vision och Värderingar

Our Vision

• To provide a distinctive high quality practice- led learning experience in arts, design and communication, distinguished by teaching and research which results not only from our unique range of specialist courses but also from the diverse global mix of our students and staff.

• To be deeply engaged with the creative and cultural sectors, embedded in networks and alliances which expand our academic horizons and the influence of our disciplines.

• To produce enterprising graduates who have the skills and attributes to develop their creativity throughout their working lives and to use that creativity to influence and improve the lives

of others.

slide27

Mission, Vision och Värderingar

Our principal values

• excellence and originality

• critical enquiry, creative risk-taking and challenging convention

• knowledge developed through practice-led learning and research

• entrepreneurship

• engagement with the creative industries and the cultural sector

• diversity, individuality and equality of opportunity

• the sustainability of our environment

slide28

Varumärkesarkitektur – Dotter/modervarumärkesstrategi

University of the Arts Lodon

Modervarumärke

Dottervarumärken

Camberwell

College of Arts

Chelsea College

of Art and Design

Wimbledon College

of Art

Central Saint Martins

College

of Art and Design

London College

of Communication

London College

of Fashion

Akronym: UAL

slide31

Our history

ZHdK and its Predecessors

The Zurich University of the Arts (ZHdK) originates from a range of acclaimed institutions, including the Zurich Museum of Arts and Crafts (established in 1875) and the Zurich School of Arts and Crafts (established in 1878). This subsequently became the Zurich School of Design, the Zurich Higher School of Design, and finally the School of Art and Design Zurich (HGKZ) at the turn of the millenium.

Established in 1999, the Zurich School of Music, Drama and Dance (HMT) originated from a range of institutions, among others the former Zurich and Winterthur academies of music (established in 1873 and 1875 respectively), which later evolved into a joint higher academy of music. Other original institutions include the Zurich Jazz School (established in 1977), the Swiss Computer Music Studio (established in 1985), the Bühnenstudio (established in 1937), which later became the Zurich Acting Academy and subsequently the Zurich Drama School, as well as the Swiss Ballet Academy (established in 1986).

slide32

Zürcher Hochschule der Künste

Zurich University of the Arts (ZHdK) is a vibrant centre for teaching, research, and production excellence. While firmly anchored in Greater Zurich, our influence extends well beyond Switzerland to the wider international stage. We offer a broad range of degree programmes and further education courses in education, design, film, art & media, dance, theatre, and music. Closely interrelating teaching and research, we provide an ideal setting for transdisciplinary projects.

Committed to bridging higher education, professional practice, and the interests of the wider public, we showcase the work and achievements of our staff and students in our own exhibition spaces, theatres, and various dance and concert halls. Our Theatre of the Arts presents cutting edge student productions, our music conservatories in Zurich and Winterthur are home to concerts almost every day, and the Mehrspur Music Club offers a wide variety of pop and jazz concerts. Our affiliated museums, the Museum of Design and the Bellerive Museum, feature various acclaimed thematic art and design exhibitions every year. Hosting over 600 events a year, we make a significant contribution to cultural life in the city and region of Zurich.

slide33

Mission, Vision och Värderingar

— We interrelate the disciplines represented at Zurich University of the Arts (ZHdK), and thereby create added value for teaching and research. We are committed to systematically extending cross-disciplinary cooperation with other universities and higher education institutions.

— Our self-conception rests on our status as an autonomous arts university.

slide34

Varumärkesarkitektur – modervarumärkesstrategi

Zurich University of the Arts

Modervarumärke

Dottervarumärken

Department of

Performing Arts

and Film

Department of Design

Department of

Art & Media

Department of

Cultural Analysis

Department of Music

Akronym: ZHdK

slide37

Our history

Concordia is a comprehensive university located in Montreal, Quebec, Canada. Although the roots of its founding institutions go back over 150 years, Concordia University came into legal existence only on August 24, 1974 with the merger of Loyola College and Sir George Williams University.

slide38

Who we are

Concordia University, located in the vibrant and cosmopolitan city of Montreal, Quebec, is one of Canada’s most innovative and diverse, comprehensive universities

Concordia’s highly accomplished faculty members adopt inter-disciplinary approaches to learning and focus on offering the best possible scholarship, research and training.

The university boasts a unique legacy for supporting and developing individuals and their aspirations to help contribute to the world’s wealth of knowledge, bridge communities and make it possible for individuals to grow academically, professionally and personally.

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Varumärkesarkitektur – Modervarumärkesstrategi + hybrid

Concordia University

Modervarumärke

Dottervarumärken

Faculty of Arts

and Science

Faculty of

Engineering and

Computer Science

Faculty of Fine Arts

John Molson

School of Business

School of Graduate

Studies

Dotterdottervarumärken

Faculty of Arts

and Science

Art History

Cinema -

The Mel Hoppenheim

School of

Cinema

Contemporary Dance

Design and

Computation Arts

Design and

Computation Arts

Music

Studio Arts

Theatre

slide43

Strategiska alternativ

Individuella varumärken

Moder-varumärke

Hybridstrategier

Dotter/Moder

Moder/Dotter

slide44

Hög kostnadseffektivitet

Låg kostnadseffektivitet

Låg kapitalisering

Hög kapitalisering

Låg risk

Hög risk

Låg flexiblitet

Hög flexiblitet

Strategiska alternativ

Individuella varumärken

Moder-varumärke

Hybridstrategier

Dotter/Moder

Moder/Dotter

slide45

Reflektioner efter konkurrentanalysem

  • Samtliga kommunicerar ”fakultetsnivån” på ett eller annat sätt
  • Flera av konkurrenternas varumärken är resultat av sammanslagningar
  • Flera av konkurrenter lyfter mycket tydligt fram begrepp som multi-,cross-, trans- eller interdisciplinary i sin kommunikation.
  • Vår kartläggning stödjer de resultat och slutsatser Ulf Dalnäs gjorde i sin utredning