An
An introduction
introduction
to
to our
our brand.
brand.
Table of Contents
Brand Positioning
Brand Essence
Brand Benefits
Brand Personality
Brand Expression
Brand Messaging
An Introduction to
Our Brand
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Brand Positioning
Mihaylo College of Business and Economics’ deep interaction
with the Southern California region creates a one-of-a-kind
environment where faculty and students investigate, innovate,
and initiate the cutting edge of business.
A learning laboratory unlike any other has grown in part from
our longstanding, symbiotic relationship with Orange County—
sharing a diverse population, entrepreneurial spirit, and global
connections.
An Introduction to
Our Brand
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, Mihaylo drives the
region’s business engine.
An Introduction to
Our Brand
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Brand Essence
On the forefront of business innovation; global outlook
The driving engine of business in Orange County and the region,
with an alumni network of more than 55,000 graduates
Ready to work and ready to lead
Translating classroom theory into real-world practice
An Introduction to
Our Brand
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largest accredited business
school on the West Coast
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Our Brand
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Brand Benefits
A broad, relevant perspective on the future of business
Skills, maturity, and forward-thinking outlook that come from
mastering our rigorous academic program
Valuable connections to international business professionals
and change agents eager to collaborate
Exposure to diverse people, ideas, approaches, and industries
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Brand Benefits
(Continued)
An extensive alumni network that will engage and support you
for life
A proactive attitude and distinctive work ethic
The ability and commitment to create leaders
Confidence that comes from first-hand experience and
knowledge
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Our spirit is more entrepreneurial than
competitive. Collaboration is king because
Mihaylo is all about innovative
ideas whether we’re helping small
businesses or pushing our
graduates to make it big.
An Introduction to
Our Brand
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Brand Personality
Strives to find new opportunities and realize them
An engaged and integral part of the community
Embraces diversity of all kinds—people, ideas, industries, and
cultures
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Our Brand
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Brand Personality
(Continued)
Energetic, optimistic, and idea-focused
Honest, open, confident, and empathetic
Believes in the importance of real-world education
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Our Brand
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Brand Expression
An Introduction to
Our Brand
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Brand Expression
(Continued)
An Introduction to
Our Brand
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Mihaylo reflects business in the future:
An Introduction to
Our Brand
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Brand Messaging
Everyone associated with Mihaylo wants to be a part of
something big and beneficial. How you address this varies
depending on the audience.
Prospective students:
Are interested in how they’ll fit in at Mihaylo and how the
College will help them excel
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Brand Messaging
Everyone associated with Mihaylo wants to be a part of
something big and beneficial. How you address this varies
depending on the audience.
Current students:
Want reassurance that they made the right choice coming to
Mihaylo
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Brand Messaging
Everyone associated with Mihaylo wants to be a part of
something big and beneficial. How you address this varies
depending on the audience.
Faculty:
Want to know that their ideas and their students are advancing
business in the region and beyond
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Brand Messaging
Everyone associated with Mihaylo wants to be a part of
something big and beneficial. How you address this varies
depending on the audience.
Alumni:
Want to advance their alma mater’s credibility and prestige
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Brand Messaging
Everyone associated with Mihaylo wants to be a part of
something big and beneficial. How you address this varies
depending on the audience.
Employers:
Want to profit from Mihaylo’s human capital, connections, and
resources
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All of this branding reinforces why only
Mihaylo can proclaim the future of
business starts here.
An Introduction to
Our Brand
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Why Is This Important to You?
A consistent, unique, and relevant brand position
creates a stronger Mihaylo. And that means more
opportunities, higher regard, and knowing you’re a
part of something important.
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What Is Your Role?
Understand the brand, who Mihaylo is.
Speak with a consistent voice, tone, personality, and message.
Remember, everything you do regarding Mihaylo represents
the brand.
Embrace your role as a Mihaylo brand ambassador.
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