global branding and its relevance to universities · branding • a brand’s image is derived from...
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Global Branding and itsRelevance to Universities
5 July 2006
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Overview ofPresentation
• What is a Brand?
• Managing the Brand
• The challenges facing Educationat the start of the 21st Centuryand the role of Branding
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Branding DefinedBrand n. derived from a Norse wordbrandr, meaning literally to burn
• A means of identifying anddifferentiating:a company, an institution, aproduct, a service, a nation…………….a university
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Branding Defined • A brand is so much more than a logo or atagline – it is a set of convictions surroundinga product/ service in the consumer’s/student’s mind
• Amalgam of tangibles and intangibles:features, services and benefits that create andsustain an on-going relationship between anorganisation and all its stakeholders
• It’s the emotional and relational bond thatbrands establish with their clients thatdistinguish them as brands
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Branding Defined• Products and services deliver a function - a
brand is a product or service that has createdan on-going relationship with its customers
• Products/ services are what organisationswant to sell …..Brands are what people wantto buy (Culture, persona, “what’s different”)
• Importantly, your Brand is not what you sayabout yourselves, but what others say aboutyou
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Branding• A brand’s image is derived from all of
those things that impact peoples’perceptions of an organisationincluding:
− Products and services
−Organization performance
− Personality
− Promotional material
− Identity/logo
− Reputation
− Experience
• And, critically, it’s the customer’sactual experience which has the mostimpact on brand perceptions
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Managing theBrand
The five key questions
1. Where are we now?
2. Why are we here?
3. Where do we want to be?
4. How do we get there?
5. Are we getting there?
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The BrandingCycle
Gathering the Facts
Analyzing the Facts
Setting the Direction:Deciding a Vision
Executing the Vision
MeasuringOur Efforts
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Phases 1 & 2: ExplorationWhere are we now & why are we here?
• Need to understand where your brand iscurrently and why
• Who are your target audiences and whatdo they want?
• What do your target audiences, bothinternal and external, think about yourbrand?
• Frequently, how we think our brand isviewed and the reality are different
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Phases 1 & 2:Exploration (continued)Where are we now & why are we here?
• How is your university performing?
• What are your competitive advantages,your key strengths?
• What is going on in the marketplace,what’s new, what’s the competitiondoing?
• This phase typically can involve bothprimary and secondary research
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Where are WeNow and Why? Phases 1 & 2:Exploration (continued)
Some Competition issues
• Increasing number of providers and adanger of commoditisation
• Market is very cluttered
• Globally: Non-traditional suppliers willemerge as competitors to the leadingproviders
• TNE
• Competition will be intense
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Where are WeNow and Why? Phases 1 & 2:Exploration (continue)
Some other issues
• Shift to a market focus
• Increasingly diverse target audiences
• Increasingly demanding clients
• Growing sector
• Increasing Internet use
• Increasing financial pressures on public sector
providers
• Growing importance of branding
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Phase 3:Where Could We
Be: BrandDevelopment Where could you be positioned?
• If you know where your brand is now,the next thing to determine is wheredo you want the brand to be?
• How would you like your organisationto be positioned in the market place?
• What would you like people to sayabout it?
• What is the vision for the brand?
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Branding DefinedThe Brand Vision
• The Brand Vision is the driving force of allBranding strategies.
• It is a passionate expression of wherecurrent and future target audiences’ needsand the Brand’s Attributes intersect in ameaningful way
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The Brand Vision
Inspiration
Clarity
Focus
It’s a way to powerfullyconnect your target audiences
with your organisationso that the result will beyour desired conviction
about thebrand
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Brand Funnel
AttributesFunctions
Rewards
Values
Personality
Brand Vision Focus
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The Brand VisionFocus Brand Vision Focus
− The essence of the brand’s personality
− Its rallying cry, the mantra
−What the brand ultimately says
• All message development andmarketing activities should use thebrand vision focus as a guide.
• It should serve as a foundation toensure that all future communicationsremain true to the brand.
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Phase 4:Executing the
Vision How can we get there?
• Determine the best and most appropriatemethods to communicate the brand visionto the appropriate target audience−Design suitable creative and collateral that
clearly expresses the vision
• Ensure that all communication reflects thebrand vision
• Make sure the message is delivered to allthe target audiences at each touch point
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Phase 4: How canwe get there? • It’s critical to appreciate that there
are multiple touch points
• The challenge is to communicatethis message across all thesedifferent touch points and to deliveron the experience
• Different strategies are required toreach different target audiences
• The brand is not just thesecommunication messages, it’s alsoabout the experience. Theexperience needs to ‘live up’ to thebrand promise
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Phase 4: How canwe get there?
• Who are we talking to? (Do we understandthem?)
• What are we talking about? (Are werelevant?)
• When are they ‘listening’?
• What is the right communications mix?
• What should we spend, where should wespend?
• How do we measure success?
• Are they still listening?
Core Brand Messaging Questions
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Phase 5: Are WeGetting There? • Final phase involves determining if we
are actually getting there
• Are we changing the target audience’sperceptions of the brand so that theyare more closely aligned to our desiredbrand vision?
• This usually requires additionalresearch to create benchmarks againstwhich the performance of our activitiescan be monitored
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What are theoutcomes of a
planning process? • The development of a unique brand visionwhich creates an emotional platform forthe brand - the desired connectionbetween the consumer and theproduct/service
• A relevant, defensible & differentiatedlong term positioning
• Definition of the language associated withthe brand - attributes, functions, values,rewards & focus of the brand messagingstructure and pillars to support the brand
• Development of the branding idea -creative which brings the brand vision tolife
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What are theoutcomes of a
planning process?• Getting brands in peoples’ heads
and keeping them there
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BrandingEducation The same principles that drive
Consumer branding can be transferredto the building of Education/servicebrands
But why is branding important?
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What’s Happenedto Date • In some ways, branding – let alone
branding on a global scale – is arelatively new concept in this sector, yetit’s one that’s very familiar in othersectors
• Interestingly though, some of theworld’s oldest brands are Educational
• Previously, education providers havetended to leave their brand/reputationsto chance or have seen the task as byproduct of non specific communicationswork
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What’s Happenedto Date
• In the UK, a 2003 survey of VCsindicated increasing recognition thatthis has to change, institutions have toembrace the fact that their reputation/brand is a business asset just like theirhuman, capital & financial resources
• All felt reputation/brand management isa critical issue & demonstrated awillingness to give branding issues ahigher priority
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Why is BrandingImportant inThis Sector
Your university’s brand impacts uponeverything including:
• Your ability to attract students
• Your ability to attract, recruit andretain quality staff, both academic &professional
• The quality of the education orservice you are perceived to offer
• Your profile/relationship within yourlocal community
• Your relationship with funders
A strong brand provides a university withsustainable, competitive advantage
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How Do Students Develop TheirPerception of Your Brand
Student
GeneralAdvertising
Course Guides
Alumni
Entryrequirements
Applicationprocess
Students’Word-of-Mouth
Agents
Physicalpremises
Reception
The Products –the courses
Events –Open Days
Internet
MediaCoverage
PromotionalMaterial
Faculty &Curriculum
Public Relations
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Branding in theFuture • Increasingly important given the growing
competition
• Increasing privatisation of education, andthe entry of major corporations into thearena
• Our target audiences are more discerningthan ever, they think/act like consumers
• They have access to so much informationat the click of a button, allowing them tocompare choices easily
• In this increasingly cluttered environmentdefining and communicating a clearlydifferentiated brand will be critical
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Globalisation• The emergence of worldwide
demand for (till now,predominantly Western) HE, andthe evolution of a global supplysystem
• The delivery of one country’seducation to the citizens of othercountries
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Globalisation • International students will becomeincreasingly important touniversities – pedagogically andfinancially
• Institutions which fail to attractthem will, for the most part, faceincreasing financial difficulties
• The challenge of formulating andimplementing an effective TransNational Education strategy (TNE)will face all institutions
• Get brands into peoples’ heads
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Anyone canforetell the
future……Students
BC/IDP talks of big numbers
But - China
- Own Goals
- Technology
- Insecurity
Leading to – a reduction in numbers
travelling?
= Faster than anticipated switch to TNE?
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Anyone canforetell the
future……Structures
- A universal system of credits?
- A globally recognised set of University
standards?
- EVERY student spending at least a
semester abroad?
- Year round use of premises for teaching
(summer schools, exchange groups, etc)
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Anyone canforetell the
future……New sources
• Central Asia
• Iran
• Latin America
• Turkey
• Africa (as affluence increases)
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Anyone canforetell the
future……Specialisation
• Increased specialisation – world class
doesn’t just mean very good, it means a
world player.
• If you’re a smallish university with a
reputation within a narrow field, and you
want to survive, look at your assets in a
global context, not a domestic one
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Anyone canforetell the
future……TNE
• For those who can’t afford to travel, it’s a real
opportunity to get an international education
• Campuses
Franchises, licences, partnerships, distance
learning
Interactive web classes
Pathways
Opportunities for wide range of institutions
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Anyone canforetell the
future……Faculty
• How are we going to ensure universal
standards for faculty members – and how
are we going to convince stakeholders
that we have succeeded?
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Anyone canforetell the
future……Ownership
• GATS
• Free markets – services as well as goods.
• The growth of private providers (c.f.
USA).
• Increased commercialisation – when does
“running things in a businesslike manner”
become “running a business”?
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Anyone canforetell the
future……Communications
• Increased fragmentation of audiences
matched by increased fragmentation of
media
• Need to reach people within different
environments e.g. social networks
• Communication to entertain and enthral,
not just inform
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Anyone canforetell the
future…… • Increasing Competition fromtraditional and non-traditionalcentres
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What’s all thisgot to do with
branding? The possession of a strong, clearlydefined, aspirational but realisticBrand and Brand Vision is a crucialelement in ensuring growth andsuccess in the first decades of the21st century, especially with regardto:
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What’s all thisgot to do with
branding? • Attracting students
• Attracting high quality faculty
• Attracting new target segments
• Attracting students from newsource countries
• Reinforcing specialisation
• Succeeding with a TNE strategy
• Preserving independence – or not
• Facing down competition
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Thank You