Brands and Branding

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“…and I have an MBA!” Higher Education Brands Matter “Really…Where did you get it from?”

definition of and belief in The heart of Branding is the definition of and belief in Brand Values 9

Core Values - created by the whole business - valued by Customers - different to Competitors

Brand Development Process Management Understanding and commitment Brand Identity Physical features Meanings Research and Understand Customer Values Define - Relevance - Difference 11

Two Key Tasks

Relevance and Difference

Image and Identity Brand Image Brand Identity Brand Values Customer Values Brand Image Brand Identity Brand Values

Role of Brand Communications Inform (Values and Access) Persuade (Values and Trial) Maintain (Belief and Loyalty)

Positioning How your target market defines you in relation to your Competitors

Point of Difference The most compelling and motivating benefit that the brand can deliver relative to competitor offerings Differentiation: increases margins increases customer loyalty reduces switching

And Finally… “ You tell Customers what makes you great. Do your employees know?” (Mitchell)

The Brand… Feeds Reproduces Never Sleeps