The role of brand identity in developing
your institution’s image and reputation
18 November 2013
Brands and category ladders
Should a University have a brand identity?
If yes, what makes you different?
The purpose of all organisations?
to create and add value
Value = benefits - costs
functional + service + emotional + social + environ
benefits
benefits benefits
benefits benefits
minus
monetary + time + energy + psychic + social + environ
cost
cost
cost
cost
costs costs
What is the cause-effect relationship?
brand
sustainable
academics
financial viability
Brand is identity
Central to a brand is selecting identity elements and
excluding others: I am this and I am not that.
Some definitions…
A brand is a particular sense of meaning & direction.
- Jean-Noel Kapferer
Brands represent the value promise about the total
resulting experience that customers can expect.
- Philip Kotler
Many elements to a brand
Contact Points
POINTS
University Reputation
}
Name ®
Typeface
Logo/Icon Colour
Design
Brand Vision
Brand Values
Brand Personality
Brand Positioning
Brand parity vs. differences
Brand Portfolio architecture
Delivery Processes & Systems
Staff Commitment & Passion
Brand Management
Brand Leadership
Three good questions to ask
1. Who are you?
2. What do you do?
3. Why does it matter?
- Marty Neumeier (2003)
- The Brand Gap
Brand leadership, brand management: where
does it fit in a University?
- where do you find it on the organogram?
- under the marketing department?
Two energies of human organisations
- high frequency
- low frequency
Internal brand building
- leaking bucket theory
- brand built inside out and outside in
- brand and organisation culture
The value of a brand comes from its ability to gain an
exclusive, positive and prominent meaning in the minds of
a large number of consumers.
- Jean-Noel Kapferer
The concept of brand contact management
The brand is a focal point for all the positive and negative
impressions created by the buyer over time as he comes
into contact with the brand’s products, services,
distribution channels and communications.
- Jean-Noel Kapferer
The role of brand building versus marketing?
what do we market?
the many tools of marketing
building networks of association
Where do we go from here?
•
•
•
•
•
assign brand roles
document your brand identity
assess the strength of the brand internally
assess the strength of the brand externally
develop projects to fix the holes and / or take advantage
of the opportunities
Cool reads
• Kotler and Keller. (2009) Marketing Management 12th
edition
• Kotler, Kartajaya and Setiawan. (2010) Marketing 3.0
• Neumeier. (2003) The Brand Gap
Cool reads cont.
• Temporal, P. (2010). Advanced Brand Management.
Wiley
• Burger (2009) Glimmer - How design can transform your
business, your life and maybe even your world
• www.computer.howstuffworks.com/web-305.htm
Cool reads cont.
• Holt, D. (2004). How Brands Become Icons: The
principles of Cultural Branding. Harvard Press
• Werbach, A. - Strategy for Sustainability
• Ind, N. (ed). Beyond branding: how the new values of
transparency and integrity are changing the world of
brands. Kogan Page
Questions
And
Thank You