Brand Positioning for Academic Libraries Yoo-Seong Song University of Illinois at Urbana- Champaign

Brands

Brand Management “Brand Management is the art of marketing and most distinctive skill of professional marketers.” - (Philip Kotler, 2002)

BM Process Build awareness and recognition Consumers have positive perceptions Consumers associate product with certain values (e.g. expensive, luxurious, economic, authentic, affordable) (e.g. expensive, luxurious, economic, authentic, affordable) Consumers “experience” product & product delivers its promise LOYAL CUSTOMERS

BM Strategy Decision Model (Kotler) Brand Positioning Name Selection Sponsorship Development

Brand Positioning: Components Brand Positioning Environment assessment Service assessment Value proposition

Step 1: Environment Assessment Step 1: Environment Assessment Economy Industry Companies Consumers

Key Results Most popular research topics 1. Career2. News Most anticipated library services 1. Wireless2. Remote access Most popular research points 1. Google2. Library web site Most valued library services 1. Space2. Research resources Most frequently used student services 1. Career center2. Faculty advice Most interested campus program 1. Job fair2. Academic seminars

Comparing BEL & Google vs. Assess Google and BEL in terms of: “Width” of business information “Depth” of business information

Perception Map: Google Business Librarian Business Student WIDTH DEPTH

Perception Map: BEL Business Librarian Business Student WIDTH DEPTH

Step 2: Library Assessment Step 2: Library Assessment Facility- based Service Expertise -based Service Collectio n-based Service BEL Service Assessment

Background Business & Economics Library One of the most frequently used libraries on campus One of the most frequently used libraries on campus Mainly serves students and faculty at the College of Business Mainly serves students and faculty at the College of Business Graduate students > Undergraduate Graduate students > Undergraduate Employs 3 librarians,3 FTEs, and students Employs 3 librarians,3 FTEs, and students 65,000 volumes and 1,200 periodical titles 65,000 volumes and 1,200 periodical titles

Business Education: Requirements Large sets of data Real time data Complex financial databases Quantitative analysis skills Problem solving skills Effective presentation skills Information Requirements Pedagogical Requirements

Importance of Library Services 1.Personal study area 2.Public access computers 3.Electronic resources 4.Space for group meetings 5.Virtual reference Likert scale: 5 = Very important 4 = Somewhat important 3 = Neutral 2 = Of little importance 1 = Not important

Importance of Library Services: Results Importance of Library Services (n=271) Mean Personal study area 4.5 Public computers 4.0 Resources for research 4.1 Group meeting space 3.9 Virtual reference 2.8 Students view that library’s physical facility is more important than human services

BEL Assessment BEL Assessment Facility- based Service Expertise -based Service Collectio n-based Service BEL Service Assessment

Step 3: Value Proposition Questions to be answered: What services do students want from BEL? Can BEL deliver what it promises? Can BEL’s services be replaced easily by competitors? Can BEL’s services be sustained and lead to loyalty? Are BEL’s services distinctive, consistent, and recognizable?

Differentiators What students can find via Google: What students can find via Google: Easily searchable Easily searchable Easily understood Easily understood Students cannot rely on Google when: Students cannot rely on Google when: Difficult to understand Difficult to understand Info needs more than simple retrieval Info needs more than simple retrieval Google offers too much (and different results) Google offers too much (and different results) Expertise is needed Expertise is needed

Determining BEL’s Brand Values Convenience Wide coverage Speed Self-Reliant Expertise Deep coverage Focused Consultation

BEL’s Brand Positioning Proactive Reactive Provider Partner Proactive Partner Reactive Provider Proactive Provider Reactive Partner

Next BM Steps and Further Studies Brand Positioning Name Selection Sponsorship Development