ROBINS SCHOOL OF BUSINESS BRANDING PROJECT

Anna Galian, Keiko Hoen,

Sean Mohan, Matt Rosenthal

Introduction

Why do you study at the Robins School of Business?

Why study anywhere else?

Current Situation: Key RSB Stakeholders

Current Situation: SWOT Analysis

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

Research Design

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

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

DECISION MATRIX

Evoking Pride

Enabling Connection

Impacting Society

Eliciting Joy

Inspiring Exploration

Differentiate

Resonate Applicable to

stakeholders

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

IMPLEMENTATION

RISKS AND CONTIGENCIES

DISCOVER. CONNECT. SUCCEED

QUESTIONS?