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Branding in Education and Research

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

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Branding in Education and Research

  1. 1. Brandingin Education & Research Bajinder Pal Singh April 2010 www.bajinder.com bajinder@hotmail.com
  2. 2. Image source: http://archleague.org/2011/02/call-for-entries-its-different/ bajinder pal singh
  3. 3. ImageSource:http://jacketupload.macmillanusa.com/jackets/high_res/jpgs/9780805089462.jpgbajinder pal singh
  4. 4. Identification Parade bajinder pal singh
  5. 5. Identification 1 Parade bajinder pal singh
  6. 6. Identification 2 Parade bajinder pal singh
  7. 7. 3bajinder pal singh
  8. 8. 4bajinder pal singh
  9. 9. bajinder pal singh
  10. 10. Brand AgeHarvard - 1636Nike Swoosh – 1964/1971 bajinder pal singh
  11. 11. Its not about ageCambridge- 1209Apple–1971 bajinder pal singh
  12. 12. BrandStatement bajinder pal singh
  13. 13. bajinder pal singh
  14. 14. “We haveidentified a thirdplace, and I reallybelieve thatsets us apart.…..customerscome for refuge.” bajinder pal singh
  15. 15. bajinder pal singh
  16. 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. 17. Scotland’OldestUniversit bajinder pal singh
  18. 18. IIT’sTechnology bajinder pal singh
  19. 19. bajinder pal singh
  20. 20. While peoplemay want to hide their age
  21. 21. Universities are Proud of their age,history and ancestry
  22. 22. Some neweruniversities alsomention their age bajinder pal singh
  23. 23. University Coat of ArmsYork University Open University bajinder pal singh
  24. 24. bajinder pal singh
  25. 25. DecipheringCoat of Arms bajinder pal singh
  26. 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. 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. 28. Rebranding bajinder pal singh
  29. 29. Why rebranding?1. Shift in focus2. Simplify3. Reinvent4. Circumstances5. Repositioning bajinder pal singh
  30. 30. bajinder pal singh
  31. 31. OriginalApple logo 1976 bajinder pal singh
  32. 32. 1998bajinder pal singh bajinder pal singh
  33. 33. Chicken went missingImage is that It can now sell thingsother than chicken bajinder pal singh
  34. 34. 1. Swoosh changes to arrow2. a is connected to z, implying a-z bajinder pal singh
  35. 35. Rebranding in EducationFour cases1. University of Southampton2. University of California3. Stanford4. Asian Institute of Technology bajinder pal singh
  36. 36. 1bajinder pal singh
  37. 37. 1bajinder pal singh
  38. 38. 1http://www.timeshighereducation.co.uk/story.asp?storyCode=400571&sectioncode=26
  39. 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. 40. New University of California logo 2 bajinder pal singh
  41. 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. 42. 2 Media criticism Online petitionsNew logo was dropped
  43. 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. 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. 45. Asian Institute of Technology (AIT) 4 bajinder pal singh
  46. 46. Why ? 4Need to focus more on AsiaEarlier globe centered on Australia,rather than Asia bajinder pal singh
  47. 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. 48. Mother Brand bajinder pal singh
  49. 49. bajinder pal singh
  50. 50. bajinder pal singh
  51. 51. bajinder pal singh
  52. 52. Sister Brand bajinder pal singh
  53. 53. Sister Brand bajinder pal singh
  54. 54. IITs (India) can becalled sister brand But the mother is missing bajinder pal singh
  55. 55. bajinder pal singh
  56. 56. Branding is not logo alone It is also about slogans bajinder pal singh
  57. 57. Campaign slogans bajinder pal singh
  58. 58. bajinder pal singh
  59. 59. priceless bajinder pal singh
  60. 60. Some useLogoalongwithslogan bajinder pal singh
  61. 61. bajinder pal singh
  62. 62. SomeuniversitiesUse logoAnd slogan bajinder pal singh
  63. 63. bajinder pal singh
  64. 64. Universities alsolaunch fundraising slogans bajinder pal singh
  65. 65. Vernacular logos University of HamburgAgriculture Research Organization Lund University
  66. 66. Multilingual logosEducation and research faces this unique issue bajinder pal singh
  67. 67. Multilingual logos Indian SpaceResearch Organization ISRO bajinder pal singh
  68. 68. Multilingual logos
  69. 69. Customizing brandaccording to local conditions bajinder pal singh
  70. 70. Customizing brandaccording to local conditions University of NottinghamUniversity of logoNottinghamCoat of Arms bajinder pal singh
  71. 71. Geographical CoordinatesUniversities and educational Institutions have strong geographical connotations bajinder pal singh
  72. 72. 1bajinder pal singh
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  76. 76. But University of Oxfordis in Oxford, United Kingdom
  77. 77. And MIT has to be associated With Massachusetts, USA
  78. 78. And University of TokyoIs associated with Tokyo, Japan bajinder pal singh
  79. 79. Some universities are international And some are a little divorced from geography bajinder pal singh
  80. 80. Most universitiesHave detailed branding guidelines bajinder pal singh
  81. 81. Colour on whiteColour on black
  82. 82. bajinder pal singh
  83. 83. bajinder pal singh
  84. 84. bajinder pal singh
  85. 85. Arial SabonMyriad bajinder pal singh
  86. 86. bajinder pal singh
  87. 87. bajinder pal singh
  88. 88. bajinder pal singh
  89. 89. bajinder pal singh
  90. 90. Cobranding bajinder pal singh
  91. 91. bajinder pal singh
  92. 92. bajinder pal singh
  93. 93. bajinder pal singh
  94. 94. Cobranding and rebranding in higher education http://www.gem-msc.org/ bajinder pal singh
  95. 95. Aalto University bajinder pal singh
  96. 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
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