Branding 101 Claire Holmes Associate Vice Chancellor for Public Affairs, University of California,...

Branding 101

Claire HolmesAssociate Vice Chancellor

for Public Affairs, University of California, Berkeley

June 14, 2012

Judy HopelainMarketing Lecturer,

Haas School of BusinessUniversity of California,

Berkeley

A Jingle?

A Product?A Spokesperson?

A Symbol?An Ad?

A Slogan?

A Name?

What is a Brand?

A Package?

Brand vs. Marketing – What’s the Difference?

• Brand: Who you are • Marketing: How you express & communicate it

Brands We Love

What is it that makes us love them?

What’s your favorite brand?

Paradigm Shift

Old School:• Inside-out• Uniformity• Brand is an expense• The Marketing

Department is responsible for the brand

New Rules:• Outside-in• Mass customization• Brand is an asset• Everyone is

responsible for the brand

Paradigm shift – a change of perspective on the subject

Internal Culture & Values

Capabilities Personality

Noble Purpose

Shared Values & Community

Aspirational Self-Image

Brand Identity Model - Elements

Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156

Rallying Cry

6

• They have character, their own beliefs.

• They help consumers in their life and to discover their own identities.

‘Passion Brands’ Engage Us with Inspiration

Brand Building Blocks

• Look & feel • Quality• Value for money

TABLESTAKES

Brand Building Blocks

STRONG BRANDShttp://www.youtube.com/watch?v=vmG9jzCHtSQ

• Values• Passion• Community

Can You Tell Who’s Who?1. We are recognized as one of the world’s

leading universities. Our students stand out for their academic excellence. They come from throughout the United States and the world, representing demographic, economic and cultural diversity. (We provide them) opportunities to participate in a remarkable range of activities. Through academic courses taught by renowned professors, research and public service opportunities…we prepare students to take on the great challenges of the day and become the next generation of leaders.

2. We are devoted to excellence in teaching, learning, and research, and to developing leaders in many disciplines who make a difference globally… Today's students come from all over the nation and the world to attend an extraordinary institution that combines many aspects of a small residential college with the resources of an unparalleled research university.

3. We are an academic powerhouse and economic engine, recognized as one of the top 10 public universities by U.S. News and World Report. Innovation is central to who we are and what we do. Here, students learn that knowledge isn’t just acquired in the classroom—life is their laboratory.

4. The best students and faculty are here by the allure of being part of a compelling intellectual and creative enterprise — a community of scholars characterized by collaboration, innovation, and incandescent teaching…our students and faculty are global citizens, exposed to culture, students, faculties and research opportunities throughout the world

5. We are one of the world’s leading research universities. We enroll more international students than any other U.S. university... With a strong tradition of integrating liberal and professional education, we foster a vibrant culture of public service and encourages students to cross academic as well as geographic boundaries in their pursuit of knowledge.

6. Widely regarded as one of the premier teaching and research universities in the world, we are home to top scholars in every discipline, accomplished writers and musicians, star athletes, and groundbreaking scientists.

7. We're a global university located on a beautiful campus in one of the world's great cities... We have a long tradition of academic and research excellence, which is universally respected by leading employers and graduate schools alike. You can discover your purpose, develop your career and determine to make a meaningful difference in society.

Here’s to the crazy ones.

The rebels.

The troublemakers.

The ones who see things differently.

While some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to think they can change the world, are the ones who do.

-Apple Computer, 1997

Our 4-Step Journey

Brand Identity

1. Research: Understand how we are currently perceived2. Strategy Development: Define how we want to be known3. Design: Align communications and key touch points to deliver4. Management: Roll out and track over time to ensure our efforts are

increasing the connection of key associations to UC Berkeley

1 23• Aspirational

associations• Ideal experience

stakeholders should have with the University and its offerings

• Bridge between current image and aspirational brand identity

• Current stakeholder perceptions

Expected Benefits

• Energize – Set a high level of ambition for the brand

Expected Benefits

• Inspire – Identify the deep insight or societal tension to be addressed

Expected Benefits

• Connect – Focus the brand on the big idea or cause

Expected Benefits

• Activate – Provide a common creative platform across the entire brand portfolio

Expected Benefits

• Deliver – Match products with real needs, with passion and ‘edge’

Golden Rule: “Do No Harm”1. Strategy development takes time

– Target completion is Fall 2012

2. Rollout will take more time– Target completion is Spring 2013

3. Meanwhile, decisions still need to be on-brand– Consistent with key themes from the perceptions study in the

handout you received today at the general session of the conference.

– Examples: • “We Are Not Resting on Our Laureates”• Cal Day