Serving as a Brand Asset for Your Institution · Being a Brand Asset Source: 5 Emotional...
Transcript of Serving as a Brand Asset for Your Institution · Being a Brand Asset Source: 5 Emotional...
Serving as a Brand Asset for Your Institution
Sources:
Rahul Singh / Why Omnichannel Customer Lifecycle Wil Take Lead for Ecommerce in 2016
Higher Education Institutional Brand Value in Transition: Measurement and Management Issues
Moosylvania and Great Questions
Psychology of Branding
New
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Preferred Brands by Millennials
1. 6.
2. 7.
3. 8.
4. 9.
5. 10.
From: Moosylvania and Great Questions
http://moosylvania.com/millennials/
Being a Brand Asset
Source:
www.darkmatters.com 4
Being a Brand Asset
Source:
www.darkmatters.com 5
Emotional Descriptive Brand Function
Nike Authentic Athletic Performance
Disney Family Fun Entertainment
Starbucks Rewarding Everyday Moments
BMW Ultimate Driving Machine
Apple Different Think
Brand Mantra vs. Tagline/slogan
• Not designed to be externally facing slogans or taglines.
• Never seen the phrase:
Authentic Athletic Performance > Just Do It
• Resonate internally first.
• Tested it internally to ensure it resonates.
• Whatever you do, make sure that your brand mantra is in your head at
all times.
< Insert Your
Campus
Logo Here>
< Insert
Brand Mantra
here>
< Insert
Your Store
here>
Student Perception of Colleges/UniversitiesStudent Opinion:
Three words that come to mind when
describing your institution….
Affordable Diverse Fun Pride
Beautiful Education Helpful Safe
Big Expensive Home Spirit
Busy Family Learning Supportive
Community Friendly Opportunity Welcoming
Student Opinion:
Three words that come to mind when
describing your institution….
243
246
289
293
321
0 100 200 300 400
___________________
___________________
___________________
___________________
___________________
From: OnCampus Research, April 2016 6
60.4%
39.8%
39.7%
33.3%
24.6%
24.3%
22.6%
15.3%
13.7%
13.6%
Student Clubs/Organizations
Library
Resident Halls/Life
Athletics
Other
Campus Bookstore
Food Services/Dining
Recreational Sports
Alumni Association
Student…
742
466
327
273
213
95
Casual Friend
Shopping buddy
Good Friend
Trusted advisor
Study mate
Home away from…
644
458
177
106
Transactional (orders placed, follow-
up only when necessary)
My department places orders (no
personal relationship)
None
Consultative (open conversations,
store provides guidance and…
1294
918
773
574
328
229
Transactional
Acquaintance
On-and-Off
Love-hate
Stranger
Frenemies
From: OnCampus Research, April 2016 7
Increasing the Store’s Brand Asset AppealCollege Stores’ Net Promoter Score
How likely are you to recommend your campus
bookstore to a friend/peer?
Notes:/Observations
My Campus Store….
From: OnCampus Research, April 2016 8
My campus store helps distinguish
institution as unique/special
My campus store is there to help
students succeed
My campus store is part of the
campus community
From: OnCampus Research, April 2016 9
Ideas I Heard for Furthering the Store as Brand Asset for My Institution
Idea #2