Serving as a Brand Asset for Your Institution

Sources:

Rahul Singh / Why Omnichannel Customer Lifecycle Wil Take Lead for Ecommerce in 2016

Higher Education Institutional Brand Value in Transition: Measurement and Management Issues

Moosylvania and Great Questions

Psychology of Branding

New

Pa

th t

o P

urc

ha

se

22

Preferred Brands by Millennials

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

From: Moosylvania and Great Questions

http://moosylvania.com/millennials/

Being a Brand Asset

Source:

www.darkmatters.com 4

Being a Brand Asset

Source:

www.darkmatters.com 5

Emotional Descriptive Brand Function

Nike Authentic Athletic Performance

Disney Family Fun Entertainment

Starbucks Rewarding Everyday Moments

BMW Ultimate Driving Machine

Apple Different Think

Brand Mantra vs. Tagline/slogan

• Not designed to be externally facing slogans or taglines.

• Never seen the phrase:

Authentic Athletic Performance > Just Do It

• Resonate internally first.

• Tested it internally to ensure it resonates.

• Whatever you do, make sure that your brand mantra is in your head at

all times.

< Insert Your

Campus

Logo Here>

< Insert

Brand Mantra

here>

< Insert

Your Store

here>

Student Perception of Colleges/UniversitiesStudent Opinion:

Three words that come to mind when

describing your institution….

Affordable Diverse Fun Pride

Beautiful Education Helpful Safe

Big Expensive Home Spirit

Busy Family Learning Supportive

Community Friendly Opportunity Welcoming

Student Opinion:

Three words that come to mind when

describing your institution….

243

246

289

293

321

0 100 200 300 400

___________________

___________________

___________________

___________________

___________________

From: OnCampus Research, April 2016 6

60.4%

39.8%

39.7%

33.3%

24.6%

24.3%

22.6%

15.3%

13.7%

13.6%

Student Clubs/Organizations

Library

Resident Halls/Life

Athletics

Other

Campus Bookstore

Food Services/Dining

Recreational Sports

Alumni Association

Student…

742

466

327

273

213

95

Casual Friend

Shopping buddy

Good Friend

Trusted advisor

Study mate

Home away from…

644

458

177

106

Transactional (orders placed, follow-

up only when necessary)

My department places orders (no

personal relationship)

None

Consultative (open conversations,

store provides guidance and…

1294

918

773

574

328

229

Transactional

Acquaintance

On-and-Off

Love-hate

Stranger

Frenemies

From: OnCampus Research, April 2016 7

Increasing the Store’s Brand Asset AppealCollege Stores’ Net Promoter Score

How likely are you to recommend your campus

bookstore to a friend/peer?

Notes:/Observations

My Campus Store….

From: OnCampus Research, April 2016 8

My campus store helps distinguish

institution as unique/special

My campus store is there to help

students succeed

My campus store is part of the

campus community

From: OnCampus Research, April 2016 9

Ideas I Heard for Furthering the Store as Brand Asset for My Institution

Idea #2