Branding Carnegie
Richard BerryHead of Creative Design
“Different courses and universities bring different benefits… graduates should make differential contributions to reflect that.”
“There is already a great deal of diversity within the sector. But it needs to be acknowledged and celebrated, with institutions both openly identifying and playing to their strengths.”
The Future of Higher Education (Department for Education & Skills 2003)
Brand Equity
“A set of assets and liabilities linked to a brand’s name that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers.”
Aaker (1998)
Advantages
Premium pricing Customer volume Repeat purchases Trade efficiencies
Corporate Branding
Corporate v Product ‘Inside out’ approach Ownership Core values Sustainable planning
Corporate Branding
“The ropes of the royal fleet, from the largest to the smallest, are braided so that a red thread runs through them all end to end which cannot be extracted without undoing the whole. Even the smallest fragments may be recognised as belonging to the the Crown.”
Johann Wolfgang von Goethe (1809)
Brand Architecture
‘Outside in’ approach Parent/sub brands Addressing multiple stakeholders Emerging markets Global v Local
Approaches to Brand Valuation
Cost approaches Market approaches Income approaches Economic use methods
– Interbrand Brand strength evaluation
– Young & Rubicam– Landor– Millward Brown– Research International
Using Brand Equity
Financial Marketing
Accounting
30-70% of market value Rights Relationships Intellectual Property Brands? IFRS3 (2007)
The Carnegie Brand
Brand Drivers
Coaching Performance Excellence Creativity Innovation
Brand Values
Student-centred Pioneering Community Widening and deepening participation Partnerships: local, regional, national, international Embedded in and part of the region and Leeds World-wide horizons Focus on employability Ethical and environmentally-friendly Career enhancement and professional development
Brand Personality
Putting students at the heart of everything we do– Delivery– Commitment– Professionalism
Collaborating, team-working and supporting our community– Respect– Co-operation– Communication
Running streams– Creativity & innovation– Future Focus– Development
Conclusions
Intangible assets are elusive Branding is the key intangible Branding in HE is in its infancy Branding can differentiate FSA can’t/won’t evaluate the true contribution of
intangibles Knowing more about the contribution of brands
guides business and investment strategies – much more important than a final figure on a balance sheet