DR-1 Manurada Pornchanarak 0624926 MA Design and Branding Strategy 06/07 Brunel University
MANURADA 0624926 MA DESIGN & BRANDING STRATEGY 2006/7
Have universities become commodities?
Manurada MANURADA – DR1 0624926 – March MA DESIGN 2007 & BRANDING STRATEGY 2006/7
Are brands only for flour and soup?
What if
What if Brunel University, named after Isambard Kingdom Brunel
Endorser
Alumni
President of the US Bachelor's in history, Yale University, 1968
Findings:
1. Competition exists; Universities accept brands
Manurada – DR1 – March 2007
Image Identity Reputation Ben Knappe, Design Future 2007
regional
national
international
Manurada MANURADA – DR1 0624926 – March MA DESIGN 2007 & BRANDING STRATEGY 2006/7
USA (started in the 80’s) -CSR policies -community focus -alumni -sport -state-of-art building -point-of-sales -marketing materials -recruiters visit -campus tour -interactive website -IT -cause marketing -brand image campaigns
UK (widely in 2006) -widening participation policy -fundraisers targetted -built environment -state-of-art building -marketing materials -institutional merger -strategic co-brands
Thailand (never) -new admission policy -uniform and badge -marketing materials in some private university
?
-open day
New key issues Manurada – DR1 – March 2007
Findings:
2. Universities are only at the beginning of brand development
Manurada – DR1 – March 2007
If Starbucks offer experience, commodities
products
services
Coffee bean
Coffee powder
McDonalds
experience
Starbucks
Adapted from Claudio Toyama, Design Future 2007 Resource: Fonte: The Experience Economy Pine and Gilmore. Harvard Business School Press. 1999
What if
University experience
commodities
products
services
experience
university
degrees
facilities
Cambridge
Where does Brunel fit in?
Findings:
3. Universities have many products and services; a coherent brand identity does matter
Manurada – DR1 – March 2007
Brand portfolio
university
? Manurada – DR1 – March 2007
The New School rebranded by Siegel+Gale, US Taken from ReBrand
Before
After
Taken from Design Council
University of Sussex rebranded by Circus and Blast design
applications to the university were falling - An innovative and inclusive brand identity used consistently by all university departments - Student applications to the university rose by 22% - Undergraduate
Manurada – DR1 – March 2007
Findings:
4. Universities deal with multi-stakeholder; there are new key touchpoints
Manurada – DR1 – March 2007
Targets: students
fundraisers
community schools
prospective student
alumni
public
private
partners media
locals publics
suppliers strategic co-brands
Stakeholders: HR operations marketing colleges research current students/staff alumni suppliers fundraisers
Silos Manurada – DR1 – March 2007
Scribble @ Ben Pimlott Building Goldsmiths College
Get free publicity
Warwick’s Harvard’s Community & Public Affairs
Cambridge’s Science Festival
Social Responsibility Manurada – DR1 – March 2007
environment policy
Findings:
5. There are barriers and pitfalls in current university branding
Manurada – DR1 – March 2007
Key barriers and pitfalls:
Ind’s
Overcoming silos: downward communication/ upward flows/ cross-functional actions
I. Departmentalisation Silos, no central connection
II. Lack of core brand and holistic approach across stakeholders
Gad’s
4-D branding:
Collegiate system with no brand consensus that lies behind
functional/mental/ social/spiritual
III. Fallen to “Brand traps” (Aaker, 1996)
Olin’s
Image, external perspective, product attribute-fixation
The four vectors:
IV. Commodity: hard to differentiate
product/environment/ Communication/behaviour
Completing criteria; having same mission, vision and values
Aaker’s
V. Forget brand theories
Brand identity:
Plan for short-term benefits
Brand as organisation Value proposition
Findings
Manurada – DR1 – March 2007
Strategy: DR2 Get More Insight >>
To investigate in detail of demand and supply issues of university branding in order to get more insight
Clarify problems from the findings >>
To clarify the real barriers and pitfalls of university branding in order to develop the solution by integrating design and brand theories as key tools
Manurada – DR1 – March 2007
References: Aaker, D. (1996) Building strong brand. New York: The Free Press. Gad, T. (2001) 4-D branding. London: Pearson Education. Gobe,M. (2001) Emotional branding. New York: Allworth Press. Ind, N. (2001) Living the brand. London: Kogan Page. Olins, W. 2003 On brand. New York: Thames & Hudson Ltd Knapp, B. “The future, theory and practice of branding” Design Future seminar, 13 March 2007, Brunel University Toyama, C. “The stakeholder experience in a world of increased competition” Design Future seminar, 15 March 2007, Brunel University Brunel University (2007) About us. http://www.brunel.ac.uk/about Chulalongkorn University (2007) About. http://www.chula.ac.th/chula/en/about/brief_en.html Design Council (2007) Case studies. http://www.design-council.org.uk/en/Case-Studies/All-Case-Studies/University-of-Sussex/ Goldsmith College (2007) Strategy. http://www.goldsmiths.ac.uk/about/strategy2.php Harvard University (2007) Neighbors and visitors. http://www.harvard.edu/community/ Time Higher Education Statistics (2007) Statistics. http://www.thes.co.uk/statistics/international_comparisons/2006/ University of Cambridge (2007) Cambridge http://www.cam.ac.uk/ Manurada – DR1 – March 2007
THANK YOU
Manurada – DR1 – March 2007