Explore CSR and USR | Branding Workshop
ISIB, Institute of Swiss International branding at DeTao-SIVA University invited Dorothy Kohl, a Swiss Marketing Expert, to deliver a 4-day intensive and top-level workshop for the 4/6 semester students from 10th May to 14th May 2019.
The theme of the Workshop was CSR (Corporate Social Responsibility) and USR (University Social Responsibility). Due to global competition and overall increased social awareness, CSR and USR are important tools to increase the value of intangible assets, which lead to a positive Brand Image, if properly applied. Brands today have no other choice but to be inspirational to its stakeholders in a socially responsible way. And this no doubt equally applies in the academic and educational world. In the first three days, Dorothy explained the two concepts in theory (including non-profit branding) as well as illustrated and demonstrated various use cases, so the students could get the “feel” for the many ways of giving back to society. On the last day, students were (in group and teamwork) required to put concept into practice and deliver a case study presentation aiming to enhance and promote USR for SIVA.
The presentation was joined by Zhou Bing, President of SIVA; Wu Chun Ji, Professor of SIVA School of Cultural Creative Industries Management; Jenny Yan, Vice President of DeTao Masters Academy and Florin Baeriswyl, Swiss branding expert and Professor of Brand Strategy & Management at DeTao,SIVA University.
In the final presentation, a winner group and three positively rated groups were selected.
Finally, the winner, team No. 2 ‘No plastic bags anymore' attempted a low energy “SIVA Bag”, made from existing left-over materials from SIVA art works in different editions which is to be introduced and co-marketed with local supermarkets and shops in the Songjiang University area. The further positively rated teams are:
1. National Heritage Protection Project: SIVA x Traditional Handicrafts.
2. Healthy Lifestyle: Brave New SIVA, among other things, solving the smoking issue at the university.
3. SIVA Colorful Childhood, which promotes the cooperation with SIVA art students and deaf children, to enhance their talents and to create wall paintings at various sites, so also enhancing the SIVA brand.
The 4-day course while short and condensed, was yet fruitful, as it enabled the students to creatively think of ways to enhance the SIVA brand nationally and internationally, and to propose activities and ideas which lead to the creation of an individual and sustainable SIVA USR. Of course, the understanding and knowledge that CSR/USR is an indispensable part of the brand will support these students in their future strategic branding efforts.
Zhou Bing, President of SIVA was impressed and spoke highly of students’ hard and smart work.
Dorothy pointed out that some of the ideas were so enlightening that she in return was very happy to learn from these creative and motivated students.
