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All-University Advisory Board MeetingNovember 30, 2011
Oakland UniversityBrand Review
Agenda
Three objectives for this morning:
• Briefly introduce the Oakland University Branding Project
• Discuss why branding is important to Oakland University
• Obtain your input to some key questions about Oakland University brand values
Who are we?
A dedicated group of faculty and students with over 80 combined years of academic and business
experience ...
This is our school, our community,
our home ...
Oakland University Branding Project
A 3-Step Process …
Brand Review
Brand Strategy
Implementation
What’s different about this process?
• Internally driven
• Inclusive: Bring the Oakland University community together
• Focused: Create a long term brand framework
• Values-oriented: Improve effectiveness and efficiencies to reinforce competitive advantage
We are at an exciting crossroads …
Brand Review
Identification of Oakland University's brand values and promise• Understanding of core competencies
Definition of Oakland University’s brand position
Clear articulation of a key message • Develop talking points to be managed across all
units (reflecting brand values)
• Create an organizational process for communicating messages to internal and external constituents
Internal Stakeholders
External Stakeholders
Brand Values and Promise
Surveys and interviews about shared values and beliefs are being conducted with: • Students • Faculty• Staff• Key academic leaders• Key administrators• Critical communicators (e.g.
recruiters)• Alumni and advisory boards
Why be concerned with
"branding"?
In the customer’s mind, a brand symbolizes a
consistent value associated with a
product or service.(Erdem and Swait 1998)
Question 1: What do you associate with these
brands?
Question 2: What do these brands have in
common?
In the customer’s mind, a brand symbolizes a
consistent value associated with a
product or service.(Erdem and Swait 1998)
It is important to understand...
Brand values have many sources.
Why Now?
• Students• Programs &
Schools• Research
Tremendous Oakland University Growth
Competition and Encroachment
% of County Students Enrolled in Michigan Universities
81% of OU in-state students come from Oakland and Macomb counties; 95% from the 7-county SE Michigan region
What We Know …
Political
OU is one of the lowest funded state universities
Further state funding cuts likely
Socio-Cultural
Declining number of traditional college students
Increasing age demographics
Economic
Michigan’s industry is struggling and changing
Higher education’s role is relevant because jobs of the future increasingly require higher education
University Purchase Funnel
University name is known:How does competitive awareness compare?
High awareness and brand knowledge:What proportion of awareness is salient?
University brand perceptions:What are the relative strengths and weaknesses?
University brand consideration set:Who are the relevant competitors?
First choice preference:What is the university’s market share of demand?
Enrollment/attendance:What portion of demand is converted?
The university purchase funnel comprises a set of metrics that provide marketing diagnostics and can be used to track brand performance.
We are making some progress ...
Brand Identity
Before projecting an image to the public we must know exactly what we want to project.
A brand is a plan, a vision, a project.
In order to stay strong, brands must be true to their identity.
The brand identity construct is crucial for three reasons:
• We want the brand message to be durable,
• We want to provide coherent signs, and
• We want to be realistic.(Kapferer, 1992)
A Brand is an Identifier
A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
(Kotler, 2000)
Brand Identity: Focused or Diffused
Identity vs. Image
Brand Identity.
This is the way in which the company wants others to see it, its products, and/or its services.
Brand identity is defined by the sender.
Brand Image.
This is the way in which others see the company, the products, and/or its services.
Brand image is defined by the receiver.
Question 3: How do you describe Oakland University to
someone you meet who may not know about the school?
Aspirational Universities
Best in Class
Question 4: What schools do you think are aspirational
for Oakland University?
Question 5: What is it about these
schools Oakland University should try to emulate?
A Model of Brand Value Creation
Brand equity (sometimes referred to as “brand value”) provides the essential link between the organization’s investments in the brand and market-based outcomes.
Question 6: What is the one most important thing your
advisory board contributes to Oakland
University?
Question 7: Why is that one thing
important to you?
Next Steps in the Brand Review
To complete the Brand Review: • Analysis and interpretation of
research
• Complete the situation analysis• Report valid and sustainable
differentiators• Derive a key brand message
Phase 2: Brand Strategy
Expected Outcomes:
• Development of key programs and initiatives that will strengthen the brand
• Refinement of talking points to be managed across all units
• Development of a reporting structure to ensure brand experience matches the brand promise
• Establishment of an on-going (long-term) process of review and evaluation
• Implementation: Strategic to tactical integration