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Brands are all about trust The reason consumers flock to some brands and ignore others is that behind the brand stands an unspoken promise of value. That is why brands are becoming even more important drivers of growth.
Brand is an experience
A brand is essentially a container for a custumers complete experience with the offer and the company.
(Sergio Zyman)
What is a Brand?
User
Culture Personality
Attributes Benefits
Values
Corporation Economy
Competition
Organizations associations Skills
(Core) Offer
(Tangible Products & Services)
Origin
Self-expressive benefits
1) .. A SOCIO-ECONOMIC AGENT
2) .. A CORPORATE ASSET 3) .. A STRATEGIC MARKETING TOOL 4) .. A COMMUNICATION & SELLING AGENT
Emerging potential
Leadership
Brand Strength
DREK
DR
DREK
Eroding Potential
New/unfocused
EK
D R
EK
Brand Stature
* AN INFLUENCER
* IT GIVES MEANINGS TO PRODUCTS/SERVICES ... * ... AND A CREATOR OF NEW WORLDS
A modern brand is
A persona that overlays and includes the physical products/services the sum of fundamental values and attributes ascribed to it by people the entity that the consumers construct from the products meanings, symbols and images that they perceive as defining the brand.
IMPERATIVE: To divert capital flows through particular cities To embed economic activity To develop economic activity less vulnerable to the vagaries of capital flight
Implications for urban economic strategy? Higher value-added activities less vulnerable Headquarter & R&D functions less prone to relocation LESSON: Do not produce high-volume, low value products. Go for higher value, lower volume knowledge intensive, products.
Imperative:
Key strategic problem: How to divert flows and attract these different forms of capital? Solution SENSE OF PLACE /COMMUNITY (PLACE-MARKETING, IMAGE, LIVEABILITY, AUTHENTICITY) HIGHER VALUE-ADDED NICHE PRODUCT, LESS VULNERABLE TO COMPETITIVE PRESSURES. Do something other universities dont and preferably can not do.
CAMPUS MICRO-ECONOMY AS NODAL LEVER FOR ACCESSING WIDER NATIONAL & GLOBAL CAPITAL FLOWS FINANCE CAPITAL Capital investment Research funding Benefactors Ancillary revenue streams HUMAN CAPITAL World class staff Students
BRAND
CURRICULUM RESEARCH
ACHIEVEMENTS: British Education as international brand/benchmark Standardized level of provision and quality
Expansion of mass higher education + globalizing competition brings new pressures for market differentiation
Specifically: Research Teaching Physical infrastructure and operations Sense of place & community
D
CAMPUS ARCHITECTURE & OPERATIONS
CAMPUS COMMUNITY
Interdisciplinary research:
Interdisciplinary research:
Teaching:
food culture, book shops, cinema, small bars, deli., farmers market,
Economy
Thank You