Brandscan Strategic

Presentation

Group NAME: OVERTIME

Kirsty Adams 200809450Carmon Butler 200610366Byron John 909705939Ednah Nzombe 201017879

Agenda

• Brand Compass- People- Category- Channel - Brand

• Brand Marriage • Q&A

Brand Compass

PEOPLE What human insight can we uncover to accelerate brand

opportunity?

CATEGORY What market forces will accelerate or decelerate category/brand growth?

CHANNEL What media touch points will

drive brand relevance?

BRAND What are the current

competencies, characteristics, and values of

the brand?

PEOPLE

People

What human insight can we uncover to accelerate brand opportunity?

Through the brand scan it was seen that the different stakeholders were looking at UJ through different lens. This was evident when we did interviews and the focus groups with the students,

parents and lecturers. From our research it was clear that the STUDENTS felt as though the staff could never help them when they need the help especially when it comes to

administration and registration help.

The LECTURERS felt as though they and the other staff were doing the best they possibly could to improve the student’s university experience and that the university

and that the university has started to take the steps to improve these problems. The PARENTS don’t really have any personal contact with UJ they just hear from the media

and from their children.

People: Research Findings

OWNERSHIP OF THE LENSES WITH WHICH STAKEHOLDERS EXPERIENCE

UJ…STARTS WITH YOU

People: Key Insight

CATEGORY

Category

What market forces will accelerate or decelerate category/brand

growth?

Category: Research Findings This category has experienced a massive knock on effect from inadequate schooling education.

A staff member stated that the new students are the problem behind UJ being viewed as having lowered their academic

standards as the students are not adequately prepared for university.Another respondent is quoted as saying that" a consequence of the admission policy is the type of students that we admit, it is

leading to more and more problems for the university and lectures in general. Similarly another staff member stated that it

seems as though the standards are being lowered due to the quality of matric students. The university has accepted students who are less prepared than they have been

in the past, hence the high failure rate in first years. There are less top performers, less average students and a large

number in the bottom. Conclusion that the category must assume that they are accepting a base of students that are diverse in terms of competencies and work

ethic.

Category: Key Insight

SCHOOL vs UNIVERSTIY ARE TWO DIFFERENT WORLDS AND THE

JOURNEY BETWEEN THEM IS ONE THAT REQUIRES A ‘BRIDGING’

MENTOR AND GUIDE

CHANNEL

Channel

What media touch points will drive brand relevance?

Channel: Research Findings

• According to the research done for the brandscan, most parents made it clear that word of mouth, played a role in the decision to allow their child attend the

University of Johannesburg.

• One parent of an international student is quoted saying “My friend’s children studied at UJ and they said “it was a good school, so I decided I would send my child too”, if

many Zimbabwean parents can allow their children to go to UJ it must be a good university”.

• From the research, we gathered that most of the negative connotations towards UJ were more perceptual than factual.

Channel: Key Insight

WORD OF MOUTH (WOM) IS KEY…THE MESSENGER IS THE MESSAGE

BRAND

Brand

What are the current competencies, characteristics, and values of the

brand?

Brand: Research Findings • Some strong Universities in the market place.

• Brand confusion (UJ vs RAU vs Technikon vs Bunting)

• Some say good, some say bad… but UJ still changes lives.• The UJ brand has yet to become famous through famous, country changing and life

building ‘moments’.• No coherent brand action in the minds of all brand ambassadors. Inconsistent and in part un-embraced

campaigns.

• Back to the fundamental of the brand – education which leads to opportunity

• There is an opportunity to not only win market share by the numbers, but also win market share by the quality.

• What if there was one ‘golden thread’ that mobilised all UJ stakeholders in enhancing the brand?

Brand: Key Insight

ENABLING LIFE BUILDING MOMENTS

Brand Compass Key Insights

OWNERSHIP OF THE LENSES WITH WHICH STAKEHOLDERS

EXPERIENCE UJ…STARTS WITH YOU

SCHOOL vs UNIVERSTIY ARE TWO DIFFERENT WORLDS AND THE

JOURNEY BETWEEN THEM IS ONE THAT REQUIRES A ‘BRIDGING’

MENTOR,GUIDE OR COACH

WORD OF MOUTH (WOM) IS KEY…THE MESSENGER IS THE MESSAGE

ENABLING LIFE BUILDING MOMENTS

UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT

AND HARD WORK, ENABLES LIFE BUILDING MOMENTS

BRAND MARRIAGE

BRAND MARRIAGE ATTRIBUTE RESEARCH FINDING

InsightUJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT AND HARD WORK, ENABLES LIFE BUILDING MOMENTSClouded by: Diversity & Transformation, Brand confusion, academic quality perceptions, internal process, perceived lack of pride and tradition

Aspirational NeedsI want to grow as a person and explore life to the fullestI want to be better myself as a personNeed something to equip me for the big bad world

Functional Needs Quality education is the primary function of UJ and that is how it should promote itself. Quality education is one of their mission statements

Emotional Needs I want to be prepared to go leave university and be prepared for life

Target MindsetPeople that want to grow and become responsible individuals People who want to learn- not lazy students just attending university to go to the parties- which our branding is promoting.

Source of AuthorityA large student contingentPride and TraditionHistory aligned to South Africa’s new history post 1994

Emotional BenefitUJ is a place where people can feel safe and be who they want to be UJ has provide me with safe haven UJ has allowed me to different sides of my own personality

Functional Benefits A qualification

Brand character & personalityYoung brandDiversity and transformationBrand confusion and frustration

Brand values and beliefsAcademic excellenceUJ should be about socialising and having fun but must not move away from their primary function which is quality education

UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT

AND HARD WORK, ENABLES LIFE BUILDING MOMENTS

CLOUDED BY:Diversity & Transformation

Brand confusion Academic quality perceptions

Internal processesPerceived lack of pride and tradition

Insight

Aspirational needBrand character & personality

ESSENCE

A brighter futureSuccess in lifeSecurityControlPride

Source of AuthorityDiversity of cultures – truly AfricanStrength in numbers

Target mindset

Motivated, opportunistic and ambitious

Young adolescent (discovering self & looking for direction, frustrated)ExpansiveMulticulturalHuge potentialAmbitious

INSIGHTLet me be your personal ‘life building’ coach so we can leverage this stage, to

take you to the next

Functional needs

Brand values and beliefs

I want a higher education qualification.

Brand proposition

I want to build a life for myself

Leveraging the lifestage of higher learning

Emotional needs

I want to better my chances in life. Competitive edge.

Emotional benefits

Functional benefitsQuality tertiary qualificationAbility to approach employersPotentially earn money (ROI)Bragging rights

Academic excellencePreferred student experienceExploring knowledgeSupport access to learningEducational growth that matters

INSIGHTLet me be your personal ‘life

building’ coach so we can leverage this stage, to take

you to the nextASPIRATIONAL NEED

I want to build a life for myself

FUNCTIONAL NEEDI want a higher education

qualification.

EMOTIONAL NEEDI want to better my chances

in life. I want that competitive edge.TARGET MINDSET

Motivated, opportunistic and ambitious. Gen Y

mindset

SOURCE OF AUTHORITYDiversity of cultures – truly

African.Transformational

Presence

EMOTIONAL BENEFITA brighter future

Success in lifeSecurityControl

Bragging rights

FUNCTIONAL BENEFITSQuality tertiary qualification

Capability of being employed

Potentially earn money (ROI)

BRAND CHARACTER & PERSONALITY

Young, dynamic, adventurous (risk)

Personal ‘life building’ coach

BRAND VALUES & BELIEFSAcademic excellence

Preferred student experience

Exploring knowledgeSupport access to learning

Educational growth that matters

BRAND ESSENCELeveraging the lifestage of

higher learning

BRAND PROPOSITIONUJ offers an opportunity to leverage

higher learning and provides a gateway to life building moments. Let

us coach you to become your aspirational self.

The Driving Idea Brief: The Idea That Gets Us There

DRIVING BRAND PROMISE:UJ offers an opportunity to leverage higher learning and provides a gateway to life building moments . Let us coach you through this stage to become your aspirational self.

DRIVING BRAND RATIONALE:Knowledge embodied and transferred through specialised curriculums, skilled staff and accessible infrastructure.

DRIVING TARGET MINDSET: This is MY lifestage of higher learning. It’s a short journey that has a big impact on my future. Help me achieve my prize.

Leverage life!

Transform higher learning

into life building

moments

Channels to communicate our big idea

STUDENTS

STAFF

COMMUNICATIONS

MEDIA AGENCY

STAKEHOLDERS

GOVERNMENT

SOUTH AFRICA

WORLD

BTL

TTL

ATL

#lifebuildingmoment

#UJLBM

Print - BrochuresRadioDigitalUJ Website

WOMMobile

Alternative

Word of mouth campaign starts with positive talk about positive

growth for uj#leveragelife

THANK YOU