1. Brands
and Branding

3. 3

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

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

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

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

12. Two Key Tasks

13. Relevance and Difference

14. Image and Identity Brand Image Brand Identity Brand Values
Customer Values
Brand Image
Brand Identity
Brand Values

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

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

17. 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

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

19. The Brand…
Feeds
Reproduces
Never Sleeps