Branding 101 Claire Holmes Associate Vice Chancellor for Public Affairs, University of California, Berkeley June 14, 2012 Judy Hopelain Marketing Lecturer, Haas School of Business University of California, Berkeley

A Jingle? A Product? A Spokesperson? A Symbol? An Ad? A Slogan? A Name? What is a Brand? A Package?

Brand vs. Marketing – What’s the Difference? Brand: Who you are Marketing: How you express & communicate it

Brands We Love What is it that makes us love them? What’s your favorite brand?

Paradigm Shift Old School: Inside-out Uniformity Brand is an expense The Marketing Department is responsible for the brand New Rules: Outside-in Mass customization Brand is an asset Everyone is responsible for the brand Paradigm shift – a change of perspective on the subject

Internal Culture & Values CapabilitiesPersonality Noble Purpose Shared Values & Community Aspirational Self-Image Brand Identity Model - Elements Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156 Rallying Cry 6 They have character, their own beliefs. They help consumers in their life and to discover their own identities. ‘Passion Brands’ Engage Us with Inspiration

Brand Building Blocks Look & feel Quality Value for money TABLESTAKES

Brand Building Blocks STRONG BRANDS Values Passion Community

Can You Tell Who’s Who? 1.We are recognized as one of the world’s leading universities. Our students stand out for their academic excellence. They come from throughout the United States and the world, representing demographic, economic and cultural diversity. (We provide them) opportunities to participate in a remarkable range of activities. Through academic courses taught by renowned professors, research and public service opportunities…we prepare students to take on the great challenges of the day and become the next generation of leaders. 2.We are devoted to excellence in teaching, learning, and research, and to developing leaders in many disciplines who make a difference globally… Today's students come from all over the nation and the world to attend an extraordinary institution that combines many aspects of a small residential college with the resources of an unparalleled research university. 3.We are an academic powerhouse and economic engine, recognized as one of the top 10 public universities by U.S. News and World Report. Innovation is central to who we are and what we do. Here, students learn that knowledge isn’t just acquired in the classroom—life is their laboratory. 4.The best students and faculty are here by the allure of being part of a compelling intellectual and creative enterprise — a community of scholars characterized by collaboration, innovation, and incandescent teaching…our students and faculty are global citizens, exposed to culture, students, faculties and research opportunities throughout the world 5.We are one of the world’s leading research universities. We enroll more international students than any other U.S. university... With a strong tradition of integrating liberal and professional education, we foster a vibrant culture of public service and encourages students to cross academic as well as geographic boundaries in their pursuit of knowledge. 6.Widely regarded as one of the premier teaching and research universities in the world, we are home to top scholars in every discipline, accomplished writers and musicians, star athletes, and groundbreaking scientists. 7.We're a global university located on a beautiful campus in one of the world's great cities... We have a long tradition of academic and research excellence, which is universally respected by leading employers and graduate schools alike. You can discover your purpose, develop your career and determine to make a meaningful difference in society.

Here’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. -Apple Computer, 1997

Our 4-Step Journey Brand Identity 1.Research: Understand how we are currently perceived 2.Strategy Development: Define how we want to be known 3.Design: Align communications and key touch points to deliver 4.Management: Roll out and track over time to ensure our efforts are increasing the connection of key associations to UC Berkeley 123 Aspirational associations Ideal experience stakeholders should have with the University and its offerings Bridge between current image and aspirational brand identity Current stakeholder perceptions

Expected Benefits Energize – Set a high level of ambition for the brand

Expected Benefits Inspire – Identify the deep insight or societal tension to be addressed

Expected Benefits Connect – Focus the brand on the big idea or cause

Expected Benefits Activate – Provide a common creative platform across the entire brand portfolio

Expected Benefits Deliver – Match products with real needs, with passion and ‘edge’

Golden Rule: “Do No Harm” 1.Strategy development takes time – Target completion is Fall Rollout will take more time – Target completion is Spring Meanwhile, decisions still need to be on-brand – Consistent with key themes from the perceptions study in the handout you received today at the general session of the conference. – Examples: “We Are Not Resting on Our Laureates” Cal Day