Chittagong Independent University (CIU) was founded in 1999 as a campus of Independent University Bangladesh (IUB) but became a separate university in 2013.

The repositioning of CIU faced obstacles as it failed to show changes in its attitude and activities. To establish a new brand image, Marketing Bee decided to focus on Just Noticeable Difference factors and use digital and modern channels to promote CIU’s five different schools. In order to reposition CIU and establish a new brand image, we at CIU focused on a marketing strategy that utilized both digital and traditional marketing channels.