CONFUCIUS INSTITUTE · BURO FRONTIER

Brand Positioning Survey

Help us shape CIM's brand direction. Your answers will directly inform the positioning strategy.

Takes about 5 minutes
Some context before you start. CIM currently operates under two names: "Confucius Institute Maastricht" and "Chinese Language Center Rotterdam." Our research shows this creates confusion, both for prospective students and for AI search engines. We also found that no competitor in Rotterdam has CIM's institutional credibility (Zuyd, DUFE, the global Confucius Institute network of 496 institutes in 160 countries), but none of our current marketing communicates this. This survey helps us find the right brand direction.
PART 1 OF 3
How it works now
When someone asks where you work, what do you say?
"Students in Rotterdam know that we are part of the Confucius Institute."
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"The difference between CIM and CLC is not always clear, even to me."
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"I can explain in one sentence why a student should choose us over another language school."
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PART 2 OF 3
What the brand should convey
Rank these values by importance for our brand (drag to reorder):
  • 1Academic authority
  • 2Chinese culture
  • 3Accessibility / approachability
  • 4International network
"The name 'Confucius Institute' helps us more than it holds us back."
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"Our teachers are our strongest selling point, but we don't show that right now."
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"A student doesn't need to know we're part of Zuyd, as long as the course is good."
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PART 3 OF 3
Brand direction
We need one brand name across all channels (website, social media, Google). Which feels right?
Consider: this name will be our Instagram handle, our Google Ads keyword, and what students tell their friends.
CIM — short, modern, already in use internally. Full name in the bio/footer.
Confucius Institute Maastricht — full institutional name, maximum network credibility.
Confucius Institute Netherlands — national scope, future-proof for multiple cities.
A completely new name — with "Confucius Institute" as an endorsement underneath.
Which description best fits how you want CIM to be seen?
The academic Chinese-language school of the Netherlands
The place where you truly understand Chinese language and culture
The Dutch knowledge centre for China
The most personal Chinese-language experience
If you had to choose one sentence to describe CIM to a stranger, what would it be?
Anything else you think we should consider for the brand direction?
Thank you!

Your answers are summarised below. Please copy and send them to Adrie so we can include them in the positioning strategy.


    


    
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