What is Branding?


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Presentation offered to the Office of University Housing and Residential Life at Temple aimed at increase knowledge within the department pertaining to our use of branding strategies and the University's creative campaigns, such as Temple-Made.

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What is Branding?

  1. 1. Presented by Sean P. Killion,Associate Director - University Housing & Residential Life Topics covered: Basics of Marketing History of Brands Growth of Social Media University’s Branding Efforts University Housing & Residential Life Brand How do we proceed Thursday, April 26, 2012
  2. 2. What is marketing? Thursday, April 26, 2012
  3. 3. What is marketing? Definition of Marketing American Marketing Association, 2004 An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Thursday, April 26, 2012
  4. 4. Role of Marketing Identifying the needs and wants of the customer is called the Marketing Concept Businesses changed their approach to marketing Growth of CustomerValue and Customer Relationships. Companies look to specialize in delivering value in a number of ways: best price (Costco), best product (Starbucks), best service (Lands’ End). Thursday, April 26, 2012
  5. 5. The Marketing Mix Understanding the marketing mix, otherwise known as the 4 P’s of Marketing – Product – Place – Price – Promotion Thursday, April 26, 2012
  6. 6. What impacts marketing? Thursday, April 26, 2012
  7. 7. What is branding? Branding is the process of creating a special meaning for a product, one that makes it distinctive in the marketplace and in its product category Brand image is the result of communication as well as your own personal experience with the product Thursday, April 26, 2012
  8. 8. The Beginning of the Brand Branding, Advertising, and Marketing are related but not the same process Think of the brand as the CORE MEANING of what you are selling Thursday, April 26, 2012
  9. 9. Cycles in American business Marketing strategies used in different eras Thursday, April 26, 2012
  10. 10. Historical perspective The first mass-marketing campaigns started in the second half of the 19th century – had more to do with advertising than with branding Early marketing efforts promoted a range of recently invented products – people had to change the way they lived their lives Ads had to inform consumers about the existence of a new invention, then convince them that their lives would be better if they used these products Thursday, April 26, 2012
  11. 11. Historical perspective Thursday, April 26, 2012
  12. 12. Historical perspective Many of new products bore brand names: Ivory Soap,Tide Detergent, etc. At the same time another innovation in business emerged: The factory Thursday, April 26, 2012
  13. 13. Brands Hit Road Block Marlboro Friday Market became saturated with price conscious consumers Some opted for marketing over value every time such as Nike, Apple, the Body Shop, Calvin Klein, Disney, Levis, and Starbucks. (Pricing Strategy was very important) Branding was becoming a larger and longer focus of their businesses. They invested in the brand They integrated the idea of branding into the very fabric of their companies Thursday, April 26, 2012
  14. 14. The Lifestyle of the Brand Brands were becoming cultural accessories and lifestyle philosophers Thursday, April 26, 2012
  15. 15. Your brand and its meaning Thursday, April 26, 2012
  16. 16. Your brand and its meaning Thursday, April 26, 2012
  17. 17. The Brands Bounce Back Transition of the Apple Brand - More than just a logo. Thursday, April 26, 2012
  18. 18. The Brands Bounce Back Brand Personality Thursday, April 26, 2012
  19. 19. The Brands Bounce Back Transition of the Nike Brand - Beyond “Just Do It” Thursday, April 26, 2012
  20. 20. The Brands Bounce Back Nike - Product Placement in WhatWomenWant Thursday, April 26, 2012
  21. 21. The Brands Bounce Back The Cola and Fast Food Chain Wars There were some companies that had always understood that they were selling brands before product. Coke, Pepsi, Disney, McDonalds, and Burger King weren’t fazed by the brand crisis, opting instead to escalate the brand war Thursday, April 26, 2012
  22. 22. The Brands Bounce Back The Starbucks Experience The Starbucks coffee chain was also expanding during this period without laying out much in advertising: Instead, it was spinning off its name into a wide range of branded products: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer, Starbucks seemed to understand brand names at a level even deeper than Madison Avenue Thursday, April 26, 2012
  23. 23. The Brands Bounce Back The Starbucks Experience Thursday, April 26, 2012
  24. 24. The Brands Bounce Back The Starbucks Experience Thursday, April 26, 2012
  25. 25. Raising the Bar “Consumers don’t truly believe there’s a huge difference between products,” which is why brands must “establish emotional ties” with their customers Emotional leverage/ branding Nike is leveraging the deep emotional connection that people have with sports and fitness Starbucks, coffee has woven itself into the fabric of peoples’ lives. A great brand raises the bar It adds a greater sense of purpse to the experience, whether it’s the challenge to do your best in sports and fitness o the affirmation that the cup of coffee you’re drinking really matters. Thursday, April 26, 2012
  26. 26. Growth of Social Media Thursday, April 26, 2012
  27. 27. Growth of Social Media There are various statistics that account for social media usage and effectiveness for individuals worldwide. Some of the most recent statistics are as follows: Social networking now accounts for 22% of all time spent online in the US. A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009. Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day. Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before. Australia has some of the highest social media usage in the world. In usage of Facebook, Australia ranks highest, with over 9 million users spending almost 9 hours per month on the site. The number of social media users age 65 and older grew 100 percent throughout 2010, so that one in four people in that age group are now part of a social networking site. Thursday, April 26, 2012
  28. 28. Growth of Social Media More most recent statistics: As of June 2011 Facebook has 750 Million users. Facebook tops Google for weekly traffic in the U.S. Social Media has overtaken pornography as the #1 activity on the web. iPhone applications hit 1 billion in 9 months, and Facebook added 100 million users in less than 9 months. If Facebook were a country it would be the world's 3rd largest in terms of population, that's above the US. U.S. Department of Education study revealed that online students out performed those receiving face-to-face instruction. YouTube is the 2nd largest search engine in the world. In four minutes and 26 seconds 100+ hours of video will be uploaded to YouTube. 1 out of 8 couples married in the U.S. last year met via social media. 1 in 6 higher education students are enrolled in online curriculum. Thursday, April 26, 2012
  29. 29. Growth of Social Media Seriously, I’ll need another 3 hour session to go into everything we need to know about social media and developing effective social media strategies. The important point is WHAT DO WE DO ABOUT IT? Social Media HAS TO BE part of our marketing and branding strategies since this is what our customers use to communicate. Thursday, April 26, 2012
  30. 30. Branding Discussion What is the Temple Brand? Thursday, April 26, 2012
  31. 31. Temple University What is the Temple Brand? How does Temple manage its brand? – Institutional Advancement / Alumni Development – Creative Services and Web Communications – University Communications – Department staff charged with marketing activities What is our organizational structure? – Vice President for Institutional Advancement – Vice President of Enrollment Management – Vice President for Community and Government Relations Thursday, April 26, 2012
  32. 32. Temple University What is the Temple Brand? Efforts with regards to branding For the past two years, the University has been looking to revise it’s current brand with a focus on Temple’s unique differences, a new web and print design, an enhanced social media presence, and a new collaborative strategy to engage the entire Temple community. Effort was delayed due to the exit of Michelle Moore,Vice President for Marketing for the University. Temple hired outside firm STAMATs to conduct marketing research University also formed Council of Communicators connecting many of the University staff involved with marketing activities. Thursday, April 26, 2012
  33. 33. STAMATS Marketing Research Conducted •  Temple’s brand is its promise •  It is built on the past (reputation), is shaped by the present (actions), and can evolve in the future (strategic objectives) •  It is the value proposition an institution offers to its stakeholders and target audiences What do you think when you hear Temple University? A strong brand attracts: ! Best-fit students ! Best-fit faculty ! Donor interest ! Media attention ! Research dollars ! Strategic partners ! Alumni engagement Thursday, April 26, 2012
  34. 34. STAMATS Marketing Research Conducted •  Perceptions assessment of Temple’s key constituents –  Current students, faculty and staff –  Prospective undergraduate and graduate students –  Alumni –  Non-alumni donors –  General public – PA, NY, DE, NJ, and DC •  Results will help inform: –  Creation of messaging and visual identity, unifying Admissions, Athletics and the Health System –  Redesign of www.temple.edu and other electronic marketing –  New undergraduate admissions marketing strategy How will Stamats help build a strong brand at Temple? Thursday, April 26, 2012
  35. 35. STAMATS Marketing Research Conducted Temple has strong recognition in the general public, regionally and beyond When you think of colleges or universities in the greater Philadelphia area, what institutions come to mind?* Philly Metro (n=200) All Other PA (n=199) D.C. Metro (n=100) NYC Metro (n=100) Temple University 70% 41% 40% 32% University of Pennsylvania (Penn) 51% 23% 36% 38% Drexel University 48% 14% 19% 19% Can’t think of any greater Philadelphia colleges or universities 5% 33% 39% 26% Villanova University 22% 14% 13% 9% Penn State University 16% 7% 8% 17% Saint Joseph’s University 19% 7% 4% 9% La Salle University 15% 2% 3% 3% *Respondents allowed more than one response. Thursday, April 26, 2012
  36. 36. STAMATS Marketing Research Conducted What do prospective Temple undergraduates consider in college selection? 0% 10% 20% 30% 40% 50% 60% Diversity Student life Opps for campus involvement Atmosphere Financial aid, scholarships Quality of faculty/staff Athletics, sports teams Personal attn, class size Campus appearance Academic variety Proximity to home Academics, quality of my Size of the college Cost Offers my major/program Location* 6% 6% 6% 6% 7% 7% 12% 13% 13% 21% 23% 24% 26% 29% 32% 40% *Includes rural/urban, size of town, climate, near entertainment and shopping, etc. •  Location and academics are key drivers •  Diversity is not Thursday, April 26, 2012
  37. 37. STAMATS Marketing Research Conducted •  Diverse—ethnic, socioeconomic •  Good academics •  Large •  North Philadelphia •  Unsafe •  Richly diverse academic, professional, and life experiences •  World-class programs, faculty, and facilities •  Access to “more”—options, opportunities, experiences, programs, people, etc. •  Urban, modern, vibrant Conclusions: Shifting Perceptions oday omorrow Thursday, April 26, 2012
  38. 38. STAMATS Marketing Research Conducted !"#"$%&'()*+,*+-#.(/%0#1"&23"(4+,"%-%$,#( 4+$*,",(5(6,3$+7$-"#(08(9":1;"(! •  <+5#7$7"(*+=>*%*"#( –  !"#$%"&'()*$&+$),$-+$##,..+/"+0"*.-+ "11")/(&2%,.+2&+/3,+$),$+45678+ –  9)":2;2/<+/"+3";,+45=78+ –  >""?+1)"@)$;.+4AB78+ –  CD,).+;<+;$0")+4E78+ –  F#$?,;2#+G$)2,/<+4H78+ –  F/3I,%#.+4H78+ –  J&/,)&.321.-+3$&?.K"&+I,$)&2&@+4L78+ –  M2G,).2/<+4L78+ –  M"&N/+O&"P+4L78+ –  Q"./-+$D")?$*I,+4=78+ •  ?>75085#7$7"(*+=>*%*"#( –  !"#$%"&'()*$&+$),$-+$##,..+/"+0"*.-+ "11")/(&2%,.+2&+/3,+$),$+45678+ –  M"&N/+O&"P+4AR78+ –  >""?+1)"@)$;.+4A578+ –  9)":2;2/<+/"+3";,+4678+ –  F#$?,;2#+G$)2,/<+4678+ –  M2G,).2/<+4B78+ –  J&/,)&.321.-+3$&?.K"&+I,$)&2&@+4H78+ –  Q"./-+$D")?$*I,+4H78+ –  CD,).+;<+1)"@)$;+4L78+ –  S$.<+/"+;,,/+1,"1I,-+;$O,+T)2,&?.+4L78+ Thursday, April 26, 2012
  39. 39. STAMATS Marketing Research Conducted Recommendations: Relevance and Focus •  Relevance: We know that Temple has a compelling story, but audiences decide how and whether a story is relevant. •  For Temple’s marketing to be successful, it must focus on elements that are of most interest to internal and external constituents. •  Focus: Temple has so many potential stories, it can be tempting to tell them all. But, big stories get lost in the noise of too many little stories. •  Temple must identify four or five key stories and reinforce them often and well with a dynamic verbal and visual vocabulary. Thursday, April 26, 2012
  40. 40. STAMATS Marketing Research Conducted Recommendations: Key Characteristics •  Temple is described as “diverse,” “large,” and having a “wide variety of academic programs.” None of these descriptors sets it apart from peers and competitors institutions. •  Temple must identify a combination of key characteristics that competitors do not already “own” and that are relevant to its most critically important audiences. Thursday, April 26, 2012
  41. 41. STAMATS Marketing Research Conducted The Keys to Success: Focused Messaging and Multiple Channels Think of students, alumni and employees as Temple’s greatest ambassadors. Build and support a strategic plan that incorporates all audiences’ interests and needs. Customize: Use appropriate media vehicles and voice for each audience. Thursday, April 26, 2012
  42. 42. Branding Discussion The University Housing and Residential Life Brand Thursday, April 26, 2012
  43. 43. The Golden Circle Thursday, April 26, 2012
  44. 44. The Golden Circle What? University Housing offers a residential experience for undergraduate and graduate students in on and off-campus facilities. How? Improving our services, operations, technology and marketing capabilities to increase productivity through stronger collaborations and intentional planning and execution. Why? We want to offer our students, their families, and our colleagues excellent products and services, leading to a transformative educational experience for students. Why? How? What? Thursday, April 26, 2012
  45. 45. The Brands Bounce Back Linking Strategic Planning to Branding and Integrated Marketing Thursday, April 26, 2012
  46. 46. Branding Discussion The University Housing and Residential Life Brand Individual Exercise - 10 minutes Defining our product Meaning of our product How do we engage our customer Group Exercise - 10 minutes Define our brand: 4Ps, Brand Promise Value to customers Emotional connection Share ideas - 10 minutes Thursday, April 26, 2012
  47. 47. Branding Discussion What is the University Housing and Residential Life Brand? Don’t worry! No answers needed today Next steps Await guidance from University Branding Initiative, DOSA ThinkTank and DOSA Marketing and Branding initiatives currently underway Consider how we engage our department to better strategize increasing understanding of our brand promise. Use Disney Institute document as example. Form a UHRL Task Force (all three pillars) to examine our “department” brand message and incorporate it into overall marketing communications plan Thursday, April 26, 2012
  48. 48. Examples of branding Integrated Marketing Communications for Temple University Ready? Temple is well-connected. In fact, with the largest student computing center in the country, Temple has been named one of America’s most wired campuses. The TECH (Teaching, Education, Collaboration, and Help) Center offers 24-hour access to always-updated computer technology. And the human connection at Temple is even stronger. One out of eight of all college graduates in Philadelphia holds a Temple degree. Think about what that could mean as you prepare to enter the job market. Temple is also the nation’s fifth-largest provider of professional education. Our students excel in the fields of dentistry, law, medicine, pharmacy, podiatric medicine, and more. You come to Temple to connect with a course of study. Temple connects you with that and so much more. Temple alums share a deep and fierce loyalty to their alma mater. How canTemple connect you? connect Even within the TECH Center, it’s not uncommon to see a film student scoring a movie with a music student. –Faculty member from the School of Communications and Theater You come to Temple to work hard. You come to Temple to get ahead. You throw yourself into the experience. You join, you attend, you cheer, you stay up late and get up early. You navigate the city. You write and solve and type and email. You meet and discuss. You change majors and try out different career paths. You unwind. And you leave a wiser person, a more qualified professional, a more polished thinker. You meet people you never imagined meeting. You do things you never imagined having the chance to do. You grow into yourself. You make the most of your time at Temple. And leave moving quickly toward that next opportunity. Here’sthedeal. Here’sthedeal. WWW.TEMPLE.EDU You come to Temple to sharpen your focus. Our students turn academic passions into success stories. We provide the conditions for your success— then it’s up to you, and your own focus. Students don’t come to Temple simply to “go to college.” They come with real goals in mind, with the energy and drive to achieve those goals, and the wherewithal to adapt those goals when necessary. Whether you enter Temple in the Honors Program, as a Tyler art student, a communications major, Conwell Scholar, undeclared or transfer student, we meet you where you are, and then help you achieve new heights in your chosen field. If your goal is graduate school, Temple can help you get there through rigorous academic preparation and close partnerships with professors. If you plan to start your career right out of college, Temple’s renowned connections with Philadelphia businesses can pave your way. build The people we have in front of our classrooms really care about the students. You get a small-school relationship along with the technology benefits of a world-class institution. –Faculty member from the College of Science and Technology Temple students are known for their grit and determination. Are you tough enough forTemple? Thursday, April 26, 2012
  49. 49. Examples of branding Integrated Marketing Communications for Temple University Thursday, April 26, 2012
  50. 50. Examples of branding Integrated Marketing Communications for Temple University Move-­In Guide Fall 2011 A community of thinkers,doers,learners,and leaders. E-­BrochureFall 2011 MOVE-­IN SCHEDULE Thursday, April 26, 2012
  51. 51. Examples of branding Integrated Marketing Communications for Temple University Thursday, April 26, 2012
  52. 52. Examples of branding Integrated Marketing Communications for Temple University Thursday, April 26, 2012
  53. 53. Examples of branding New Department Apparel Logo Thursday, April 26, 2012