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ROBINS SCHOOL OF BUSINESS BRANDING PROJECT
Anna Galian, Keiko Hoen,
Sean Mohan, Matt Rosenthal
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Introduction
Why do you study at the Robins School of Business?
Why study anywhere else?
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Current Situation: Key RSB Stakeholders
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Current Situation: SWOT Analysis
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Problem Statement
The Robins School of Business does not currently have a unique, clear brand identity
“A brand ideal of improving people’s lives is the only sustainable way to recruit, unite, and inspire all the people a business touches” – Jim Stengel
A strong brand identity can help differentiate RSB from its competitors, and help RSB communicate this difference to key stakeholders
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Research Design
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How do you identify yourself to the following people?
Pare
nts
Fam
ily
Frie
nds
Empl
oyer
s
Alum
ni
Pros
pect
ive
stud
ents
Curre
nt S
tude
nts
0
5
10
15
20
25
30
35
40
45
50
UR
RSB
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Decision Criteria
Resonate
Resonate with current students
Authenticity
Message that is both
authentic and reflective
Differentiate
Undergraduate business schoolsRobins School of
Business students
What makes the program
and its students unique
Applicability
Stakeholder groups
Unified message
Speaking to various
stakeholder groups
effectively
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DECISION MATRIX
Evoking Pride
Enabling Connection
Impacting Society
Eliciting Joy
Inspiring Exploration
Differentiate
Resonate Applicable to
stakeholders
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ENABLING CONNECTION
Among all undergraduate business schools Robins School of Business stands alone as the only program
that connects bright, motivated students and professors with real-world experience to ensure students achieve
success inside and outside the classroom.
DISCOVER. CONNECT. SUCCEED
Brand Mantra:
Positioning:
Connecting to:
Professors, students, alumni and recruiters
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IMPLEMENTATION
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RISKS AND CONTIGENCIES
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DISCOVER. CONNECT. SUCCEED
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QUESTIONS?