External Relations BRAND PANEL SUBMISSION PAPER This form should only be used after first completing either a Brand Brief and working with External Relations to ascertain your brand needs. If you have a brand request, please complete a Brand Brief in the first instance. If you are seeking approval for a one-off or short-term use of the University of Melbourne logo (eg for a sponsorship, presentation, report etc), please contact us directly at [email protected]or visit the Brand Hub for more information. If you have worked with External Relations and wish to escalate your brand request, please complete this form in conjunction with reviewing the Brand Decision Tree and Brand Panel Reference Paper, which can be downloaded from the Brand Hub. This Brand Panel Submission Paper requires you to build a business case for your brand request. When complete, please submit this form to [email protected]. Please note, the Brand Panel meets twice per year so there may be up to six months before a resolution is achieved. UNIVERSITY OF MELBOURNE CONTACT Contact name Department Faculty / School Email Phone BUSINESS CASE 1 Project, entity or activity name 2 Project/entity URL (if relevant) Reason for application Reason for seeking co-branding/unique identity - Is the submission supported by ER Brand team? - OR was the initial decision declined and therefore being escalated to the Brand Panel? 3 About the project/entity Provide a brief description of the project/entity, including: - What is the mission, vision and/or purpose of the project? - When was the project or entity established? 4 Who are your target audiences and key stakeholders? 5 Does the University of Melbourne solely own this project/entity? If yes, proceed to Question 8. If no, provide details of ownership in Question 6 below. 4 Funding details Where does the entity fit in the Brand Decision Tree? Is this project/entity fully funded by the University of Melbourne? If it is not fully funded by the University of Melbourne: - Was an external funding agreement made with the University of Melbourne?
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External RelationsBRAND PANEL SUBMISSION PAPER
This form should only be used after first completing either a Brand Brief and working with External Relations to ascertain your brand needs. If you have a brand request, please complete a Brand Brief in the first instance. If you are seeking approval for a one-off or short-term use of the University of Melbourne logo (eg for a sponsorship, presentation, report etc), please contact us directly at [email protected] or visit the Brand Hub for more information.
If you have worked with External Relations and wish to escalate your brand request, please complete this form in conjunction with reviewing the Brand Decision Tree and Brand Panel Reference Paper, which can be downloaded from the Brand Hub.
This Brand Panel Submission Paper requires you to build a business case for your brand request. When complete, please submit this form to [email protected]. Please note, the Brand Panel meets twice per year so there may be up to six months before a resolution is achieved.
UNIVERSITY OF MELBOURNE CONTACT Contact name
Department Faculty / School
Email Phone
BUSINESS CASE 1 Project, entity or activity
name2 Project/entity URL (if
relevant)Reason for application Reason for seeking co-branding/unique identity
- Is the submission supported by ER Brand team?- OR was the initial decision declined and therefore being escalated to the Brand Panel?
3 About the project/entity Provide a brief description of the project/entity, including:- What is the mission, vision and/or purpose of the project?- When was the project or entity established?
4 Who are your target audiences and key stakeholders?
5 Does the University of Melbourne solely own this project/entity?
If yes, proceed to Question 8.If no, provide details of ownership in Question 6 below.
4 Funding details Where does the entity fit in the Brand Decision Tree?Is this project/entity fully funded by the University of Melbourne?If it is not fully funded by the University of Melbourne: - Was an external funding agreement made with the University of Melbourne? - What is the duration of the funding? - Will the University of Melbourne fund this project beyond the initial funding period?
6 Partners If this project is a collaboration or partnership between one or more organisations, list all contractual partners involved. If applicable, please indicate, in percentage terms, the level of ownership of each partner involved.
7 Does a contract exist to manage the business relationship between
If yes, please supply a copy of the contractual agreement.If no, please explain how the relationship and Intellectual Property (IP) will be managed, in the absence of a formal contractual agreement.
7 Data to support the case Attach relevant documents to support the business case, including: 1. Industry trends and opportunities2. Competitor analysis3. Customer insights and expectations4. Stakeholder insights5. Target audience persona identification6. Positioning against your competitor set7. Business strategy and goal setting8. Development of a value proposition in consultation with brand experts9. Allocation of staff and/or resources to support the successful establishment of the
identity in market10. Outline of committed budget over the first 3 years for the successful establishment of
the identity in market11. Go-to-market plan outlining marketing activities in the first three years12. Identify committed budget to develop a robust branding strategy for the long term,
including acknowledgement of required trademarking and licensing agreements
Financial impact Outline how you intend to finance the marketing and communication implications related to managing a unique identity
Risk Please outline how using the University of Melbourne brand will damage your business unit and prevent you from achieving your goals
ENDORSEMENT Upon signing this form I acknowledge that the information is correct and there is a need to explore branding solutions for this project.
Dean or Head of Department (Level 2 Authority)
Signature Date
SUBMIT YOUR BRIEFPlease submit the completed brief to [email protected].
BRAND BRIEF RESPONSE PROCESSOnce submitted, the Brand Team in External relations will provide acknowledgement of receipt, and manage the process of submission to the Brand Panel. Please note, the Brand Panel meets twice per year so there may be up to six months before a resolution is achieved.
If the recommendation is for the creation of a unique identity/corporate logo:1. The External Relations Brand Team and the Design Team will work with you to develop an appropriate identity, logo files and brand
guidelines, at no charge.2. A member of the Brand Team will work with you and the University’s legal department to ensure compliance with relevant IP and
trademarking guidelines. Any costs associated with trademarking will be charged to your department.
Further information contact: Brand and Advertising Officer, External Relations T: 8344 7819 E: [email protected]
This document was prepared by External Relations in 2017. This form should be read in conjunction with the University of Melbourne Branding Policy (MPF1193) and the Brand Decision Tree, along with definitions outlined in University Structural Reference Terms which have been taken from University of Melbourne governing documents: Council Regulation, University Statute, Vice-Chancellor Regulation, Centres and Institutes for Research and Research Training Policy (MPF1020) (draft), Commercial Activities Guidelines, Commercial Activities and Joint Undertaking Procedure (MPF1099), Commercial Activities and Joint Undertakings Policy (MPF1098). More information here: www.unimelb.edu.au/governance/regulatory-framework/legislation.
