Branding in Education and Research

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Branding in education and research is different from corporate branding. But how?

Branding in education and research is different from corporate branding. But how?

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  • 1. Brandingin Education & Research Bajinder Pal Singh April 2010 www.bajinder.com bajinder@hotmail.com
  • 2. Image source: http://archleague.org/2011/02/call-for-entries-its-different/ bajinder pal singh
  • 3. ImageSource:http://jacketupload.macmillanusa.com/jackets/high_res/jpgs/9780805089462.jpgbajinder pal singh
  • 4. Identification Parade bajinder pal singh
  • 5. Identification 1 Parade bajinder pal singh
  • 6. Identification 2 Parade bajinder pal singh
  • 7. 3bajinder pal singh
  • 8. 4bajinder pal singh
  • 9. bajinder pal singh
  • 10. Brand AgeHarvard - 1636Nike Swoosh – 1964/1971 bajinder pal singh
  • 11. Its not about ageCambridge- 1209Apple–1971 bajinder pal singh
  • 12. BrandStatement bajinder pal singh
  • 13. bajinder pal singh
  • 14. “We haveidentified a thirdplace, and I reallybelieve thatsets us apart.…..customerscome for refuge.” bajinder pal singh
  • 15. bajinder pal singh
  • 16. What we sell is the ability for an 43-year-old accountant todress in black leather, ride through small towns and havepeople be afraid of him/her.” bajinder pal singh
  • 17. Scotland’OldestUniversit bajinder pal singh
  • 18. IIT’sTechnology bajinder pal singh
  • 19. bajinder pal singh
  • 20. While peoplemay want to hide their age
  • 21. Universities are Proud of their age,history and ancestry
  • 22. Some neweruniversities alsomention their age bajinder pal singh
  • 23. University Coat of ArmsYork University Open University bajinder pal singh
  • 24. bajinder pal singh
  • 25. DecipheringCoat of Arms bajinder pal singh
  • 26. 1.Crest 2. Wreath 3. Leaves 4. Mantling 5. Supporters 6. Helmet 7. Torch 8. Lamp 9. Set Square 10. MottoSource: http://ryersonian.ca/article/11642/ bajinder pal singh
  • 27. Crescent moon represents Peter de Luna(Pope Benedict XIII) who issued the bulls offoundation of the University in 1413Lion Rampant: Taken from the Royal Arms ofScotland, represents the royal authority ofKing James I (1406-1437) who was associatedwith the foundationGold diamonds (mascles or) are taken fromthe personal arms of Henry Wardlaw, Bishopof St Andrews 1404-1440 who issued theoriginal charter which incorporated theStudium Generale in 1411/12;Open book with the red page edges: learningBlue and silver cross: Saltire of Scotland. Source: http://www.st- andrews.ac.uk/about/universitycoatofarms/
  • 28. Rebranding bajinder pal singh
  • 29. Why rebranding?1. Shift in focus2. Simplify3. Reinvent4. Circumstances5. Repositioning bajinder pal singh
  • 30. bajinder pal singh
  • 31. OriginalApple logo 1976 bajinder pal singh
  • 32. 1998bajinder pal singh bajinder pal singh
  • 33. Chicken went missingImage is that It can now sell thingsother than chicken bajinder pal singh
  • 34. 1. Swoosh changes to arrow2. a is connected to z, implying a-z bajinder pal singh
  • 35. Rebranding in EducationFour cases1. University of Southampton2. University of California3. Stanford4. Asian Institute of Technology bajinder pal singh
  • 36. 1bajinder pal singh
  • 37. 1bajinder pal singh
  • 38. 1http://www.timeshighereducation.co.uk/story.asp?storyCode=400571&sectioncode=26
  • 39. Why the change in logo? 1 ” the dolphinlogo can give amisleadinglynarrow view ofthe breadth ofdisciplinesoffered by theuniversity ” Adam Wheeler Senior Deputy Vice-Chancellor bajinder pal singh
  • 40. New University of California logo 2 bajinder pal singh
  • 41. New University of California logo spurs mockery, said CBS Newshttp://www.cbsnews.com/8301-201_162-57558552/new-university-of-california-logo-spurs-mockery/
  • 42. 2 Media criticism Online petitionsNew logo was dropped
  • 43. Stanford also changed the logo But tree and seal remained 3Lisa Lapin, associate VP of university communications: "didnt work digitally. Itstoo thin and fine.”Read more: http://www.businessinsider.com/why-stanford-university-changed-its-logo-2012-11#ixzz2IbR36okv
  • 44. But Why? 3 Earlier font was designed specifically for print and stationery. It doesnt translate to an iPhone screen It did not work digitally. Its too thinLisa Lapin, and fine.Associate VP Source: http://www.businessinsider.com/why- stanford-university-changed-its-logo-2012-University 11#ixzz2IbR36okvCommunications bajinder pal singh
  • 45. Asian Institute of Technology (AIT) 4 bajinder pal singh
  • 46. Why ? 4Need to focus more on AsiaEarlier globe centered on Australia,rather than Asia bajinder pal singh
  • 47. Rebranding in EducationFour cases1. University of Southampton Went ahead2. University of California Failed3. Stanford Minor change4. AIT Minor changeStanford : adapting to digital worldAIT : mission and vision statement bajinder pal singh
  • 48. Mother Brand bajinder pal singh
  • 49. bajinder pal singh
  • 50. bajinder pal singh
  • 51. bajinder pal singh
  • 52. Sister Brand bajinder pal singh
  • 53. Sister Brand bajinder pal singh
  • 54. IITs (India) can becalled sister brand But the mother is missing bajinder pal singh
  • 55. bajinder pal singh
  • 56. Branding is not logo alone It is also about slogans bajinder pal singh
  • 57. Campaign slogans bajinder pal singh
  • 58. bajinder pal singh
  • 59. priceless bajinder pal singh
  • 60. Some useLogoalongwithslogan bajinder pal singh
  • 61. bajinder pal singh
  • 62. SomeuniversitiesUse logoAnd slogan bajinder pal singh
  • 63. bajinder pal singh
  • 64. Universities alsolaunch fundraising slogans bajinder pal singh
  • 65. Vernacular logos University of HamburgAgriculture Research Organization Lund University
  • 66. Multilingual logosEducation and research faces this unique issue bajinder pal singh
  • 67. Multilingual logos Indian SpaceResearch Organization ISRO bajinder pal singh
  • 68. Multilingual logos
  • 69. Customizing brandaccording to local conditions bajinder pal singh
  • 70. Customizing brandaccording to local conditions University of NottinghamUniversity of logoNottinghamCoat of Arms bajinder pal singh
  • 71. Geographical CoordinatesUniversities and educational Institutions have strong geographical connotations bajinder pal singh
  • 72. 1bajinder pal singh
  • 73. 2bajinder pal singh
  • 74. 3bajinder pal singh
  • 75. 4bajinder pal singh
  • 76. But University of Oxfordis in Oxford, United Kingdom
  • 77. And MIT has to be associated With Massachusetts, USA
  • 78. And University of TokyoIs associated with Tokyo, Japan bajinder pal singh
  • 79. Some universities are international And some are a little divorced from geography bajinder pal singh
  • 80. Most universitiesHave detailed branding guidelines bajinder pal singh
  • 81. Colour on whiteColour on black
  • 82. bajinder pal singh
  • 83. bajinder pal singh
  • 84. bajinder pal singh
  • 85. Arial SabonMyriad bajinder pal singh
  • 86. bajinder pal singh
  • 87. bajinder pal singh
  • 88. bajinder pal singh
  • 89. bajinder pal singh
  • 90. Cobranding bajinder pal singh
  • 91. bajinder pal singh
  • 92. bajinder pal singh
  • 93. bajinder pal singh
  • 94. Cobranding and rebranding in higher education http://www.gem-msc.org/ bajinder pal singh
  • 95. Aalto University bajinder pal singh
  • 96. ‘It does not define theidentity of the university butis an open question directedat the recipient. The logo isan invitation to discuss,evaluate and participate’Rasmus Snabb for Aalto University Source: http://by.rasmussnabb.com/index.html bajinder pal singh
  • 97. bajinder pal singh