A group presentation outlining a potential rebranding strategy for the Robins School of Business to help connect with prospective students, current students, faculty, and alumni.
1. ROBINS SCHOOL OF BUSINESS
BRANDING PROJECT
Anna Galian, Keiko Hoen,
Sean Mohan, Matt Rosenthal
2. Introduction
Why do you study at the Robins School of
Business?
Why study anywhere
else?
3. Current Situation: Key RSB
Stakeholders
Current
Students
Prospective
Students
Professors
Alumni
Employers
4. Current Situation: SWOT
Analysis
Strengths
• Students feel
strong
connection to
professors
• Strong
academic
reputation
• Small class
sizes, no
teacher’s
assistants
Weaknesses
• Weak
connection to
alumni &
employers
• No unique
brand
• Lack of clear
differentiation
from
competition
Opportunities
• Develop
unique RSB
brand to
differentiate
from
competition
• Improve
connection
with alumni
and
employers
Threats
• Competitors
with clear
brand may
attract target
students
• Chosen
branding may
not reach or
resonate with
all
stakeholders
5. Problem Statement
The Robins School of Business does not
currently have a unique, clear brand
identity
“A brand ideal of improving people’s lives is
the only sustainable way to recruit, unite, and
inspire all the people a business touches” –
Jim Stengel
A strong brand identity can help
differentiate RSB from its competitors, and
help RSB communicate this difference to
key stakeholders
6. Research Design
Focus Group
- Strength of
Association
- Five fundamental
human values &
RSB
- 8 current RSB
students
Survey
- Focused on 2
specific brand ideals
and RSB
- 55 responses from
current RSB
students
Creative Brief
- Single brand ideal
- Key insights from
research
- Developed
message
7. How do you identify yourself to the
following people?
0
5
10
15
20
25
30
35
40
45
50
UR
RSB
8.
9. Decision Criteria
Resonate
Resonate with
current students
Authenticity
Message that is
both authentic
and reflective
Differentiate
Undergraduate
business schools
Robins School of
Business students
What makes the
program and its
students unique
Applicability
Stakeholder
groups
Unified message
Speaking to
various
stakeholder
groups
effectively
11. ENABLING
CONNECTION
Among all undergraduate business schools Robins School of
Business stands alone as the only program that connects bright,
motivated students and professors with real-world experience to
ensure students achieve success inside and outside the
classroom.
DISCOVER. CONNECT. SUCCEED
Brand Mantra:
Positioning:
Connecting to:
Professors, students, alumni and recruiters
12.
13. 3 months
• Cycle out existing publications
• Collaborate with consulting team
6 months
• Launch branding campaign
12 months
• Monitor and Evaluate
• Make adjustments if necessary
IMPLEMENTATION
Prospective students looking for a top-tier business education
Professors with real-world experience seeking a high-quality academic environment
Alumni looking to maintain a connection with the RSB and its current students
Employers seeking undergraduate business students with exemplary analytic skills and real-world applicable experience
The red here outline the decision criteria where we
Brand associations
Stakeholders?
Connections to professors were the most valuable – yet connections to alumni and other high-caliber students as well
Relationships go above and beyond
Door – office hours and the doors always being open
Anyone can go up to the door but only will your RSB education allow you to unlock the door to connect with faculty and students
Broad to keep a unified message and applicable to all stakeholders
We can add text to the ad that will tailor to each stakeholder
Kept logo as is – b/c people are proud of both and there is no significance of pride between the two – logo now is accurate representation
Depending on the base ad
