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