yProject conducted in fulfilment of Marketing Communication Honours degree at the University of Johannesburg (UJ)

1. Brandscan
Strategic
Presentation
Group NAME: OVERTIME
Kirsty Adams 200809450
Carmon Butler 200610366
Byron John 909705939
Ednah Nzombe 201017879

2. Agenda
• Brand Compass
- People
- Category
- Channel
- Brand
• Brand Marriage
• Q&A

3. Brand Compass
PEOPLE CATEGORY
What human insight can we What market forces will
uncover to accelerate brand accelerate or decelerate
opportunity? category/brand growth?
BRAND
CHANNEL
What are the current
What media touch points will
competencies, characteristics
drive brand relevance?
, and values of the brand?

4. PEOPLE

5. People
What human insight can we uncover
to accelerate brand opportunity?

6. People: Research Findings
Through the brand scan it was seen that the different stakeholders were looking at UJ
through different lens. This was evident when we did interviews and the focus groups with the
students, parents and lecturers. From our research it was clear that the STUDENTS felt as though the
staff could never help them when they need the help especially when it
comes to administration and registration help.
TheLECTURERS felt as though they and the other staff were doing
the best they possibly could to improve the student’s university experience and that the university
and that the university has started to take the steps to improve these problems. The PARENTS don’t really
have any personal contact with UJ they just hear from the media
and from their children.

7. People: Key Insight
OWNERSHIP OF THE LENSES WITH
WHICH STAKEHOLDERS EXPERIENCE
UJ…
STARTS WITH YOU

8. CATEGORY

9. Category
What market forces will accelerate
or decelerate category/brand
growth?

10. Category: Research Findings
This category has experienced a massive knock on effect from inadequate schooling education.
A staff member stated that the new students are the problem behind UJ being viewed as having lowered their academic
standards asthe students are not adequately prepared for university.
Another respondent is quoted as saying that" a consequence of the admission policy is the type of students that we admit, it is
leading to more and more problems for the university and lectures in general. Similarly another staff member stated that it
The university has
seems as though the standards are being lowered due to the quality of matric students.
accepted students who are less prepared than they have been
in the past, hence the high failure rate in first years. There are less top performers, less average students and a large
number in the bottom. Conclusion that the category must assume that they are accepting a base of
students that are diverse in terms of competencies and work
ethic.

11. Category: Key Insight
SCHOOL vs UNIVERSTIY ARE TWO
DIFFERENT WORLDS AND THE
JOURNEY BETWEEN THEM IS ONE
THAT REQUIRES A ‘BRIDGING’
MENTOR AND GUIDE

12. CHANNEL

13. Channel
What media touch points will drive
brand relevance?

14. Channel: Research Findings
• most parents made it clear that
According to the research done for the brandscan,
word of mouth, played a role in the decision to allow their child attend the
University of Johannesburg.
• they said
One parent of an international student is quoted saying “My friend’s children studied at UJ and
“it was a good school, so I decided I would send my child too”, if
many Zimbabwean parents can allow their children to go to UJ it must be a good university”.
• negative connotations towards
From the research, we gathered that most of the
UJ were more perceptual than factual.

15. Channel: Key Insight
WORD OF MOUTH (WOM) IS KEY…
THE MESSENGER IS THE MESSAGE

16. BRAND

17. Brand
What are the current
competencies, characteristics, and
values of the brand?

18. Brand: Research Findings
• Some strong Universities in the market place.
• Brand confusion (UJ vs RAU vs Technikon vs Bunting)
• Some say good, some say bad… but UJ still changes lives.
• The UJ brand has yet to become famous through famous, country changing and life
building ‘moments’.
• No coherent brand action in the minds of all brand ambassadors. Inconsistent and in part un-embraced
campaigns.
• Back to the fundamental of the brand – education which leads to
opportunity
• There is an opportunity to not only win market share by the numbers, but also win market share by the
quality.
• What if there was one ‘golden thread’ that mobilised all UJ stakeholders in enhancing the brand?

19. Brand: Key Insight
ENABLING LIFE BUILDING MOMENTS

20. Brand Compass Key Insights
SCHOOL vs UNIVERSTIY ARE TWO
OWNERSHIP OF THE LENSES WITH
DIFFERENT WORLDS AND THE
WHICH STAKEHOLDERS
JOURNEY BETWEEN THEM IS ONE
EXPERIENCE UJ…
THAT REQUIRES A ‘BRIDGING’
STARTS WITH YOU
MENTOR,GUIDE OR COACH
UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF
HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT
AND HARD WORK, ENABLES LIFE BUILDING MOMENTS
WORD OF MOUTH (WOM) IS KEY… ENABLING LIFE BUILDING
THE MESSENGER IS THE MESSAGE MOMENTS

21. BRAND MARRIAGE

22. BRAND MARRIAGE ATTRIBUTE RESEARCH FINDING
UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH
IF EMBRACED WITH COMMITMENT AND HARD WORK, ENABLES LIFE BUILDING MOMENTS
Insight Clouded by: Diversity & Transformation, Brand confusion, academic quality perceptions,
internal process, perceived lack of pride and tradition
I want to grow as a person and explore life to the fullest
I want to be better myself as a person
Aspirational Needs Need something to equip me for the big bad world
CLOUDED BY:
Quality education is the primary function of UJ and that is how it should promote itself.
Functional Needs
Diversity &education is one of their mission statements
Quality Transformation
Emotional Needs Brand be prepared to go leave university and be prepared for life
I want to
confusion
UJ’s PIVOT POINT OF SUCCESS IS perceptionsTHE LIFESTAGE OF
Academic qualityto grow and becomeAT just attending university to go to the parties-
People that want POISED responsible individuals
Target Mindset People who want to learn- not lazy students
HIGHER LEARNING, WHICH our branding is promoting. WITH COMMITMENT
which IF EMBRACED
Internal processes
ANDof Authority
Source HARD WORK,lack and TraditionLIFE BUILDING MOMENTS
ENABLES and tradition
A large student contingent
Perceived Pride of pride Africa’s new history post 1994
History aligned to South
UJ is a place where people can feel safe and be who they want to be
Emotional Benefit UJ has provide me with safe haven
UJ has allowed me to different sides of my own personality
Functional Benefits A qualification
Young brand
Brand character & personality Diversity and transformation
Brand confusion and frustration
Academic excellence
Brand values and beliefs UJ should be about socialising and having fun but must not move away from their primary
function which is quality education

23. BRAND VALUES & BELIEFS ESSENCE INSIGHT
Academic excellence Leveraging the lifestage of
BRAND ESSENCE
higher learning Let me be your personal ‘life
Brand values
Preferred student Leveraging the lifestage ofInsightbuilding’ coach so we can
and beliefs
experience excellence higher learning Let me be yourINSIGHT ‘life building’ this stage, to take
Academic leverage
personal
Preferred student experience
Exploring knowledge
BRAND CHARACTER & Exploringaccess to learning knowledge
coach so we can leverage this stage, to
take you to the next you to the next
Support
PERSONALITY & to Educational growth that matters
Support access learning
Brand character ASPIRATIONAL NEED
Aspirational need
personality
Educational growth that
Young, Young adolescent (discovering self &
dynamic, adventuro I want to buildlife for for a life
matters I want to build a
Expansive (risk)
us
looking for direction, frustrated)
myself
myself
Multicultural
Personal ‘life building’
Huge potential BRAND PROPOSITION
Ambitious
coach
FUNCTIONAL BENEFITS UJ offers an opportunity to leverage FUNCTIONAL NEED Brand
Quality tertiary qualification higher learning and provides a I want a higher education
Functional benefits proposition Functional needs
Quality tertiary qualification
Ability to Capability of being gateway to life building moments. Let qualification.
I want a higher education
approach employers qualification.
Potentially earn money (ROI)
Bragging rights employed us coach you to become your
Potentially earn money aspirational self. EMOTIONAL NEED
Emotional benefits(ROI) Emotional needs
EMOTIONAL BENEFIT I want to better my chances
A brighter future
Success in life
A Security
brighter future in life. Itowantchances in life.
Competitive edge. that
I want better my
Control
Success in life
Pride SOURCE OF AUTHORITY TARGET MINDSET competitive edge.
Security Source of Authority
Diversity of cultures – truly Motivated, opportunistic
Target mindset
Diversity of cultures – truly African
Control Strength in numbers African. and ambitious. Gen Y
Motivated, opportunistic and ambitious
Bragging rights Transformational mindset
Presence

25. The Driving Idea Brief: The Idea That
Gets Us There
DRIVING TARGET MINDSET:
This is MY lifestage of higher
learning. It’s a short journey that
has a big impact on my future. Help
me achieve my prize.
DRIVING BRAND PROMISE:
UJ offers an opportunity to Leverage life!
leverage higher learning and
provides a gateway to life Transform
building moments . Let us coach higher learning
you through this stage to into
become your aspirational self. life building
moments
DRIVING BRAND RATIONALE:
Knowledge embodied and
transferred through specialised
curriculums, skilled staff and
accessible infrastructure.

26. Channels to communicate
our big idea

27. #lifebuildingmoment
Word of mouth campaign
starts with positive talk about positive #UJLBM
growth for uj
#leveragelife
WORLD
ATL SOUTH AFRICA
Print - Brochures
Radio GOVERNMENT
Digital
UJ Website STAKEHOLDERS
TTL MEDIA AGENCY
Alternative
COMMUNICATIONS
BTL
STUDENTS
WOM
Mobile STAFF

28. THANK YOU