7/27/2019 Brand Identity & Reputation

1/28

The role of brand identity in developing

your institutions image and reputation

18 November 2013

7/27/2019 Brand Identity & Reputation

2/28

Brands and category ladders

Should a University have a brand identity?

If yes, what makes you different?

7/27/2019 Brand Identity & Reputation

3/28

To create and add value

The purpose of all organisations?

7/27/2019 Brand Identity & Reputation

4/28

functional + service + emotional + social + environbenefits benefits benefits benefits benefits

Value = benefits - costs

monetary + time + energy + psychic + social + environ

cost cost cost cost costs costs

minus

7/27/2019 Brand Identity & Reputation

5/28

What is the cause-effect relationship?

sustainable

brand

academics financial viability

7/27/2019 Brand Identity & Reputation

6/28

Brand is identity

Central to a brand is selecting identity elements and

excluding others:I am this and I am not that.

7/27/2019 Brand Identity & Reputation

7/28

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

7/27/2019 Brand Identity & Reputation

8/28

ContactP

oints

POIN

TS

}Name

Typeface

Logo/Icon Color

Design

Brand Vision

Brand Values

Brand Personality

Brand Positioning

Brand parity vs. differences

Brand Portfolio architectureDelivery Processes & Systems

Staff Commitment & Passion

Brand Management

Brand Leadership

University Reputation

Many elements to a brand

7/27/2019 Brand Identity & Reputation

9/28

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

7/27/2019 Brand Identity & Reputation

10/28

7/27/2019 Brand Identity & Reputation

11/28

Brand leadership, brand management: wheredoes it fit in a University?

- where do you find it on the organogram?

- under the marketing department?

7/27/2019 Brand Identity & Reputation

12/28

Two energies of human organisations

- high frequency

- low frequency

7/27/2019 Brand Identity & Reputation

13/28

Internal brand building

- leaking bucket theory

- brand built inside out and outside in

- brand and organization culture

7/27/2019 Brand Identity & Reputation

14/28

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

7/27/2019 Brand Identity & Reputation

15/28

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 comesinto contact with the brands products, services,

distribution channels and communications.

- Jean-Noel Kapferer

7/27/2019 Brand Identity & Reputation

16/28

The role of brand building versus marketing?

what do we market?

the many tools of marketing

building networks of association

7/27/2019 Brand Identity & Reputation

17/28

7/27/2019 Brand Identity & Reputation

18/28

7/27/2019 Brand Identity & Reputation

19/28

7/27/2019 Brand Identity & Reputation

20/28

7/27/2019 Brand Identity & Reputation

21/28

7/27/2019 Brand Identity & Reputation

22/28

7/27/2019 Brand Identity & Reputation

23/28

7/27/2019 Brand Identity & Reputation

24/28

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

7/27/2019 Brand Identity & Reputation

25/28

Cool reads

Kotler and Keller. (2009) Marketing Management 12th

edition

Kotler, Kartajaya and Setiawan. (2010) Marketing 3.0

Neumeier. (2003) The Brand Gap

7/27/2019 Brand Identity & Reputation

26/28

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

http://www.computer.howstuffworks.com/web-305.htmhttp://www.computer.howstuffworks.com/web-305.htmhttp://www.computer.howstuffworks.com/web-305.htmhttp://www.computer.howstuffworks.com/web-305.htm

7/27/2019 Brand Identity & Reputation

27/28

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 ofbrands. Kogan Page

7/27/2019 Brand Identity & Reputation

28/28

Questions

And

Thank You