Brands and category ladders

Should a University have a brand identity?

If yes, what makes you different?

The purpose of all organisations?

to create and add value

Brand is identity

Central to a brand is selecting identity elements and excluding others: I am this and I am not that.

Some definitions
A brand is a particular sense of meaning & direction.
– Jean-Noel Kapferer

Brands represent the value promise about the total resulting experience that customers can expect.

– Philip Kotler

Brand leadership, brand management: where does it fit in a University?
Two energies of human organisations

high frequency

low frequency

Internal brand building

leaking bucket theory
brand built inside out and outside in
brand and organisation culture

The value of a brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers.

– Jean-Noel Kapferer

The concept of brand contact management
The brand is a focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’ s products, services, distribution channels and communications.

– Jean-Noel Kapferer
The role of brand building versus marketing?

what do we market?

the many tools of marketing

building networks of association

Where do we go from here?
assign brand roles
document your brand identity
assess the strength of the brand internally
assess the strength of the brand externally
develop projects to fix the holes and / or take advantage of the opportunities

Cool reads
Kotler and Keller. (2009) Marketing Management 12th edition

Kotler, Kartajaya and Setiawan. (2010) Marketing 3.0

Neumeier. (2003) The Brand Gap

Cool reads cont.
Temporal, P. (2010). Advanced Brand Management. Wiley

Burger (2009) Glimmer – How design can transform your business, your life and maybe even your world

Cool reads cont.
Holt, D. (2004). How Brands Become Icons: The principles of Cultural Branding. Harvard Press

Werbach, A. – Strategy for Sustainability

Ind, N. (ed). Beyond branding: how the new values of transparency and integrity are changing the world of brands. Kogan Page

Categories: News