3. Agency Understanding
about the Brand
Developing & delivering comprehensive training
for healthcare professionals including nurses,
technicians, doctors and pharmacists
Promoters of
Promoted by the Burman Family
(Dabur), founders of Boston Reed
College and Newbury
(Venture Fund, US)
4. Agency Understanding
about the Brand
Knowledge Partners are the Boston Reed
College, California, USA, which has over
20 years of allied healthcare training
experience and The Learning Oasis (USA)
5. Objective
Going through the five phase brand development
process, we are addressing Phase 1 & 2
Brand Personality
&
Brand Positioning
6. Define a Brand Personality for
Berkeley HealthEdu
Work on a strong identity that would set
the brand apart from its competition
Create a visual entity/symbol, that creates
a connect i.e. easy recall and recognition
7. BUT, ARE WE READY FOR A BRAND
POSITIONING STATEMENT?
8.
9. Break through branding clutter by defining your brand’s unique
value proposition then owning it in the marketplace thereby
establishing your brand’s position.
5 main factors critical to define a brand positioning:
Brand Attributes What it delivers
Customer Expectations What they expect
Competitor Attributes What the competition delivers
Your Pricing You v/s comp pricing
Customer Perceptions Perceived quality + value
Brand Promise What is it that you stand by…
10. SINCE THE BRAND NAME HAS “HEALTH” &
“EDU” INBUILT, WE CAN LOOK AT THE
POSSIBILITY OF NOT DOING A BRAND
POSITIONING STATEMENT BUT GOING FOR
A VISION STATEMENT / FORWARD
LOOKING STATEMENT
