Higher-education institutions -- like many organizations these days -- manage a family of offerings. And though it may often slip through your fingers, the perceived relationship between those “sub” brands and the parent or “master” brand matters. Your people, programs, and places are all brands, and a strategy for managing those brand relationships is the only way to ensure credit flows back to your institution (a must for fundraising and recruitment). In this session, learn the basics of the 4 brand relationship strategies, see examples from from many universities, and learn how to apply them effectively and comprehensively to your institutions’ print, digital, and social media communications.

8. Master branding

9. Master branding

11. Source branding

12. Source branding

14. Endorsed branding

15. Endorsed branding

17. Product branding

18. Strategy tradeoffs Succeeds or fails on its own Requires separate media / comm’s Expensive to introduce / maintain Unique identity & value proposition Can show focus All entities / experiences contribute to reputation of parent brand Leverages all communication / media $s Less expensive to introduce / maintain Unified, over-arching identity and value Supports integrated selling Master Source Endorsed Product Institutional focus Program / offering focus

20. Parent brand

21. Child brand, master branded

22. Master branded property

24. Child brand, endorsed brand

25. Child brand, endorsed brand

26. Child brand, product branded

27. Parent brand

28. Child brand, master branded

29. Child brand, master branded

30. Child brand, master branded

32. Child brand… brand strategy?

34. Names © Sametz Blackstone Associates

39. Logos © Sametz Blackstone Associates

41. Parent brand mark

44. Colors © Sametz Blackstone Associates

46. Consistent color palette

49. Design © Sametz Blackstone Associates

51. Distinctive design cues

54. Whoa! What does this mean?

58. Working with little space

59. … and even less space

60. Processes © Sametz Blackstone Associates

67. For your reference