Centre of Excellence for Strategic Brand Identity Development

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What is CESBID?

University of Kelaniya (UoK) has been positioned as one of the leading knowledge hubs in the country in working its way through the vision – “Creation and dissemination of knowledge for sustainable development”. UoK’s presence in the Sri Lankan state education is unique for many reasons including its attributes related to cultural, professional, and multi-disciplinary nature in creating graduates who are capable of facing the dynamic challenges while productively contributing to the nation’s wealth creation. In this endeavor, the sub-systems within the UoK need to be strategically bonded with the stakeholders in creating a unique value proposition and hence, draw a sustainable roadmap in creating a strategic brand identity. The Centre of Excellence for Strategic Brand Identity Development (CESBID) is established to achieve the aforementioned broad objectives and ultimately drive UoK in achieving its vision by embracing its brand identity.

Proposal Submission and Evaluation

The Centre of Excellence for Strategic Brand Identity Development (CESBID) advises the proposal writing teams on the following aspects.

Brand Identity Positioning

Brand Identity positioning through identification of the requirements of the strategic stakeholder group.

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Brand Identity Execution

Brand Identity Execution plan highlighting how the strategic partnerships are established with relevant stakeholders.

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Brand Identity Tracking

Brand Identity tracking and project success tracking mechanism with relevant KPIs.

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Brand Identity Positioning

1. Evaluate the relevant department’s academic programs/ research initiatives/ corporate consultancies related expectations in the minds of its key stakeholders
2. Align project strategies with the department’s and overall UoK’s strategic plan

Brand Identity Execution

1. Identify the activity content, expected main outcomes with respect to the sub-categories mentioned (TD/ SI/ IC or OA)
2. Develop the execution plan highlighting the major milestones, and budgetary requirements

Brand Identity Tracking

1. Identify the Key Performance Indicators (KPIs) to measure the success of the identified project milestones
2. Perpetration of half-yearly progress review reports and final project reports and deliverables on-time
3. Develop sustainable work-plan to yield the benefits of the proposed outcomes through attainable goal setting

Activities proposed by CESBID

The Centre of Excellence for Strategic Brand Identity Development (CESBID) undertakes the following tasks.

Strategic policy development related to stakeholder value creation and brand identity development

1. Facilitate internal stakeholders to build sustainable strategic relationships with key external stakeholders
2. Create a community to be ambassadors of UoK’s strategic brand identity and share best practices within the internal and external stakeholders

Project Proposal development, evaluation, and deployment

1. Provide consultation on the development of project proposals for strategic value creation targeting the intended stakeholders
2. Review the proposals submitted and deployment of the relevant funds (LKR 500,000 per annum per department for an approved project proposal)
3. Monitoring progress of the projects and maintaining the e-repository of the project portfolios

Establishment of funding sources

1. Facilitate external funding through national and corporate agencies
2. Build strategic relationships to strengthen the bonds among the university, government, and corporate triangle
3. Promote and facilitate internal stakeholders to implement financially sustainable projects to generate additional funding opportunities

CESBID Members

Dr. Ravi Dissanayake

Director - CESBID

A representative from each faculty is appointed to serve the proposal evaluation committee to assist the director in screening the initial proposals and awarding the requested grants. Students who are interested on working hand-in-hand with CESBID are encouraged to sign-up for relevant projects and project tasks as volunteers.

Proposal Review Committee
Dr. Bandara Wanninayake

Director - Staff Development Centre

Dr. Ajantha Samarakoon

Faculty of Commerce and Management Studies

Dr. Pradeep Samarasekara

Faculty of Computing and Technology

Mr. Upul Ranepura

Faculty of Humanities

Prof. Shehan Williams

Faculty of Medicine

Dr. Aruna Wanninayake

Faculty of Science

Mr. Aruna Lokuliyana

Faculty of Social Sciences

CESBID Funded Projects

Workshops to strengthen strategic brand identity of Dept of Chemistry
Department of ?Chemistry

Department of Chemistry in the process of introducing new undergraduate degree program and two master of science degree programs. In order to ensure that the teaching programs and the curriculum meet the challenging needs of the industry, observations from industry should be involved to vet changes in curriculum as well as new academic programs. Proposal is organizing several workshop between Academic staff members of Department of chemistry and it main shareholders; Industries and Students.

International Research Conference on Smart Computing and Systems Engineering (SCSE)
Department of Industrial Management

The concepts of Smart Computing and Systems Engineering are still in the early stages of development. However, the interdisciplinary applications of the concepts are growing rapidly, and are attracting the attention of academics and researchers involved with a range of domains including information technology and industrial engineering.

Physical Education Techers’ Training Program(PETT)-2017
Department of Sports Science & Physical Education?

The Physical Education Teachers’ Training Programme (PETT) – 2017 organized by the Department of Sports Science & Physical Education in cooperation with sport and Recreation Management Students’ Association of the faculty of Social Sciences was successfully held on 14th & 15th of November 2017 at the Auditorium of the faculty of Social Sciences. 25 school teachers were participated for the workshop on above two days and they are specify in teaching Sports and Physical Education in schools.

Pathology Museum
Department of Pathology

To establish a positive perception towards the Department of Pathology among the undergraduates, postgraduates, school children, school teachers, other university students and general public by improving the standard of pathology museum.

HRM Professional Fiesta
Department of Human Resource Management

The Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya organizes the second “HRM Professional Fiesta’’–Management Internship Branding and Certificate Awarding Ceremony -2018 for final year students.

IDeA Night 2018
Department of Accountancy

Department of Accountancy (DoA) annually organizes the Internship in Department of Accountancy (IDeA) Night, the Annual Internship Awarding and Partner Felicitation Ceremony. The event provides a great opportunity for interns to network with professionals, and allows interns to showcase their areas of expertise.

IoT with MIT and Invention Convention
Department of Industrial Management

State-of the-art IoT series of workshops with schools children and launch of our very own undergraduates with Invention convention.

Stylish marketer 2017
Department of Marketing Management

Unfolding for the 8th consecutive year, Signature Stylish Marketer 2017, the one and only Inter-University evolutionary fashion extravaganza.

Two-Day Teacher Training Program for School Teachers who teach Hindi
Department of Hindi Studies

Series of workshops among the national schools teachers to train them to teach Hindi as a language.

Youth Conference on International Relations (YCIR)
Department of International Studies

Department of International Studies of University of Kelaniya succefully conducted YCIR in the month of July, 2018 with the patronage of CESBID. The event made a mileage to department by extending its corporate relationships with external institutes and professionals within the scope of international relations. The public media exposure penetrated the image and strength of the department through this event whilst students got a tremendous opportunity to enhance professional soft skills.

Production of Feature Film
Drama & Theatre and Image Arts Unit, Department of Fine Arts

The Drama & Theatre and Image Arts Unit of University of Kelaniya made a proposal to produce Feature Film as a new project to enhance creative skills of students. The CESBID decided to sponsor for this project considering its newness and potential brand image building opportunities via publicity. This project is expected to enhance the image of the unit and University through the film and related dialogues circulated amongst professionals and community.


Centre of Excellence for Strategic Brand Identity Development (CESBID)
University of Kelaniya
Dalugama, Kelaniya, 11600

Copyright © CESBID 2018