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EffectiveBrandinginLanguageTravelOverviewofPresentation•WhatisBranding•BrandingintheEducationSector•HowtoBuildandManageaBrandWhat’sHappenedtoDate•Relativelynewconceptinthissector,yetonesofamiliarinothersectors–Barkers’2003surveycomprisingover4,000UKstudentsshowedonly30%believedtheirinstitutionpossessedabrandand25%werecertainitdidn’t–Whenaskedwhatthisbrandwas,themajoritydescribeditasoneofacademicqualityortheinstitution’slogo/strapline•Previously,educationprovidershavetendedtoleavetheirbrand/reputationstochanceorhaveseenthetaskasacommunicationsjob•A2003UKsurveyofVCsindicatedincreasingrecognitionthatthishastochange,institutionshavetoembracethefactthattheirreputation/brandisabusinessassetjustliketheirhuman,capital&financialresources•Allfeltreputation/brandmanagementisacriticalissue&demonstratedawillingnesstogivebrandingissuesahigherpriority•Mostclearontheinterpretationofreputation,butlesscertainoftheinterpretationof‘brand’BrandingDefinedBrandn.derivedfromaNorsewordbrandr,meaningliterallytoburn–Ameansofidentifyinganddifferentiating:acompany,aproduct,aservice,anation…BrandingDefined•Abrandissomuchmorethanalogooratagline–itisasetofconvictionssurroundingaproduct/serviceintheconsumer’s/student’smind•Amalgamoftangiblesandintangibles:features,servicesandbenefitsthatcreateandsustainanon-goingrelationshipbetweenanorganizationanditsclients•It’stheemotionalandrelationalbondsthatbrandsestablishwiththeirclientsthatdistinguishthemasbrands•Productsdeliverafunction-abrandisaproductorservicethathascreatedanon-goingrelationshipwithitscustomers•Products/servicesarewhatorganizationswanttosell…..Brandsarewhatpeoplewanttobuy(Culture,persona,“what’sdifferent”)•Importantly,yourBrand,itisnotwhatyousayaboutyourselves,butwhatotherssayaboutyouBranding¾Abrand’simageisderivedfromallofthosethingsthatimpactpeoples’perceptionsofanorganisationincluding:•Productsandservices•Organizationperformance•Personality•Promotionalmaterial•Identity/logo•Reputation•Experience•Mostimportantlywithaserviceorganizationit’sthecustomer’sactualexperiencewhichhasthemostimpactonbrandperceptionsBrandingintheEducationSectorBrandingEducationThesameprinciplesthatdriveConsumerbrandingcanbetransferredtothebuildingofeducation/servicebrandsButwhyisbrandingimportant?WhyisBrandingImportantinThisSectorYourorganization’sbrandimpactseverythingincluding:–Yourabilitytoattractclients–Yourabilitytoattract,recruitandretainqualitystaff,bothacademic&professional–Thequalityoftheeducationorserviceyouareperceivedtooffer–Yourprofile/relationshipwithinyourlocalcommunity–YourrelationshipwithinvestorsAstrongbrandprovidesanorganizationwithsustainable,competitiveadvantageTheImportanceofBrandinaStudent’sChoiceMostimportantfactorsconsideredwhenselectinganEnglishLanguageinstitutionJWT’sSurveyofInternationalEnglishLanguageStudents%Reputationoftheinstitution/qualityofeducation30%Costoftuitionfees/livingexpenses21%Locationofinstitution/accessibility20%Havinginstitutionsrecommended9%Goodcareerprospects9%Havingfriendsstudyingatinstitution7%Institutionbeinglinkedtoinstitutionwheretheywanttoundertakefurtherstudy7%Numberofinternational/Asianstudents7%On-campusaccommodation/facilitiesatinstitution4%Havingrelatives/friendslivingnearinstitution4%Insititutionhavingendorsementoffamily3%Other3%Don'tknow2%Notanswered1%Numberofrespondents719ABrand’sImportanceinTermsofitsAbilitytoAttractStaff•Despitethecurrenteconomicdownturnthereisstillashortage,whichwillworsen,ofqualifiedpersonneltofillpositions•Withinthisenvironmentensuringyourbrandappealstobothprospectiveandcurrentemployeesiscritical•Researchconductedamongstemployeesindicatestheimportanceofanemployer’sbrandintheirchoiceofemployerAbilitytoattractstaffSOURCE:U.S.BureauofLaborStatisticsHowtoBuildandManageaBrandManagingtheBrandAtJWTEducationweuseafivephasedprocesstodothis,calledThompsonTotalBranding(TTB):1.Wherearewenow?2.Whyarewehere?3.Wheredowewanttobe?4.Howdowegetthere?5.Arewegettingthere?TheBrandingCycle-TTBGatheringtheFactsAnalyzingtheFactsSettingtheDirection:DecidingaVisionExecutingtheVisionMeasuringOurEffortsPhases1&2:ExplorationWherearewenow&whyarewehere?•Needtounderstandwhereyourbrandiscurrentlyandwhy?•Whoareyourtargetaudiencesandwhatdotheywant?•Whatdoyourtargetaudiences,bothinternalandexternal,thinkaboutthebrand?•Frequently,howwethinkourbrandisviewedandtherealityaredifferent•Howisyourorganizationperforming?•Whatareyourorganization’scompetitiveadvantages,keystrengths?•Whatisgoingoninthemarketplace,what’snew,what’sthecompetitiondoing?•ThisphasetypicallyinvolvesbothprimaryandsecondaryresearchWhereareWeNowandWhy?Yourtargetaudience•Whoarethey–bothprimaryandsecondary?•Whatdotheythinkaboutyourbrandandwhy?•WhatdotheywantfromanLanguageprovider/anagent?WhereareWeNowandWhy?JPNKORTWNCHNBRZSWLFriend(peer)27%29%46%39%32%27%Agent20%43%34%20%30%4%Parents12%25%27%44%34%27%Otherrelative11%12%15%12%15%2%Teacher/careersadviser11%8%12%8%2%10%Formerstudent-alumni6%7%8%5%4%2%BritishCouncil3%3%10%5%0%0%Universityrepresentative0%1%10%6%0%0%Samplesize14911859664748Yourtargetaudie