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 BRAME 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
14. Drops of Knowledge: Every drop that fills the ocean
Integrated to be of “substance”
Colours: Green symbolises: Growth, Harmony,
Nature, Freshness, Health
Blue: Energy, Calm, Youthful, Forward looking
16. Berkeley is a city on the east shore of the San Francisco Bay
in Northern California, United States.
The place boasts of beautiful birch meadow trees.
The identity is inspired by the place and hence the
visual symbol
28. Symbolising an educational/skilling institute with
strong belief in growth empowered by knowledge
Blue: Energy, Calm, Youthful, Forward
looking, Knowledge based
35. . An institution with the vision of imparting quality health
education. The ‘leap’ representing an active and
enthusiastic brand that is dynamic and forward
moving, people oriented and enabling
Blue: Energy, Calm, Youthful, Forward
looking, Knowledge based
38. A brand that believes in & represents knowledge. The
many hues of the swan represent all aspects of well
being like life, vitality, power, development, growth,
youthful, joy etc.
