This is a talk i gave to Mahidol University V.P's and Deans on the Challenges of Branding an University. I really enjoyed the conversation i got with the participants on a hot topic!

1. University B r a n d i n g
It isnot just aboutMarketing.
Conference organized by Mahidol
University
Dr Gerard Tocquer Former Adjunct Professor
Mahidol University

2. Before 1993 Professor. Dean CERAM
(SKEMA) European Business School.
Sophia Antipolis. France
Visiting Professor. The University of Hong
Kong. School of Business. MBA
Vice Dean International Program CMMU
Mahidol University
Adjunct Professor Paris Sorbonne Abu
Dhabi University
Distinguished Adjunct Professor Asian
Institute of Technology
Co-Author of five books and International
articles on Services Marketing & Branding.
Executive training and consulting for hotels,
banks, airports, convention centers and
destinations in Asia. Europe. North America
and Middle East.

3. Universities resilience
University ofKarueein 859 AD
Oxford University1096
La Sorbonne University 1257
Harvard University 1656
University of Hong Kong 1911
University of Sydney 1850
Mahidol University 1888

4. The challenges o f h i g h e r education
1 Ageing population
2.High cost of education
3.Faculty engagement
4 .Student attention.A scarce
resource
5.Highly densely crowded education
market place & the commoditization
of degrees

5. 78% 78% of former students and current
college & university students believe
that higher education needs to
change LUMINA FOUNDATION
1/3 1 out 3 students will transfer to a
different institution that provides a
better academic and social
experience
INSIDE HIGH EDUCATION
$17B Lost annually due to student
attrition caused by poor campus
experience EDUCATION
POLICY INSTITUTE
50%
50% drop in alumni participation
rate since 1990 ANNUAL GIVING
COM
96%
96% of Chief Academic Officers
believe they are preparing their
students with the skills they need
to be successful but only 11%
of employees agree GALLUP

6. A Brand
“A Brand is a set of
associations linked to a
name that are stored in
customers’ memory with
the power to influence”
Not a Logo! Not An Academic program…

7. Japanese
Casual
For all
Not trendy
Affordable
Garment quality
Big store
Eclectic
Global style.
Cutting-edge
Straightforwardness
Fashionable
Celebrities
Youthful

8. Branded Sub-brands
Endorsed House of
House Brands
Brands
Harvard
University
Mahidol University
Facultyof Dentistry
Sasin
School ofManagement
MUIC
CMMU
Freedom
Complex
Costly
No freedom
Easy to
Manage
Less costly
U n i v e r s i t y B r a n d A r c h i t e c t u r e

9. Simplicity is Key!

10. W h a t Is a Strong Brand?
1.Unique
2.Relevant
3.Emotional
4.Well known.

11. A Brand is a bridge.
Linking past and future

12. Brand Image
How do executive committee &
board want students & stakeholders
perceive the University Brand
Brand Identity
How does the public
Perceive the University
Brand ?
Culture
How does the University
do things?
Gap 3
Gap 1
Gap 2
Source: Hatch and Schultz 1997

13. 1.Consumer research
2.Product superiority
3.Positioning
4.Huge marketing communication budgets
5.Rely on marketing department
How brands were
built in the past?

14. Here is How

16. Professor Youngme
Moon
Harvard Business
School

17. Brands and herd behavior
The Harder Brands Compete.
The LessDifferentiated They
Become
Professor Youngme Moon. Harvard BusinessSchool

18. Today Universities recognize the
need to build their brand
strategically to make them
Unique?

19. A Brand Platform
-Brand Vision
-Brand Purpose
-Brand Values
-Brand Experience
University
Positioning
. A Brand Platform
University Strategic Issue.
What we stand for?
A strong University Brand
that relies on Values
The B r a n d P l a t f o r m
A new strategic tool to differentiate
Assets &
Liabilities
University BrandAudit.
Traditional and
digital
&communications
Marketing
Department Issue
Yesterday
Today
Driven by communication
department
Driven by the University
President Team

20. Innovation
Resilience
Excellence
Respect
Integrity
Commitment
Integrity
Responsibility
Collegiality
Leadership
Excellence
Mastery
Altruism
Harmony
Integrity
Determination
Originality
Leadership
Too many

21. Identity
System
Events
Social
Media
Public
Relations
CSR
Open
Houses
Alumni
Partners
Faculty
Students
Staff
Marketing
Communica
tion
Brand
Strategy
The Brand
Platform
reflects your
Identity
Website
Clarity + Coherence + Consistency
Donors
Content
Marketing

22. B r a n d P l a t f o r m Internal Isssues
Are Deans, Faculty members and Staff understanding why?
1.Why the University must manage its brand?
2.Why a strong University brand helps you to build your
own school brand?
3.Why they must support the University brand platform?
4.Why branding requires coherence, consistency and
discipline
4. Why your culture is a big issue for your brand?

23. How to measure the success of your University Brand
1. International ranking standards: QS. Times Higher Education ranking. Shanghai…
2. University Growth: Number of students admitted. % International students…
3. Academic: Number graduates. % of graduates. Overall students satisfaction. Net
Promoter score. Time to get a jof after graduated. Average first job salary.
4. Research. Citations.
5. Economic & Social: Jobs creation. Economic impact in the city or region
6. Infrastucture. Students living. Quality of servicescapes. Classroom. Labo.
Cafetaria…
7. University Reputation. Employers. Students . Staff surveys
8. Impact Ranking: United Nations Sustainable Development Goals
9. Partnerships with business and other communities
10. Social Media metrics
Discussions on Key Indicators

24. The new economy
Growing and
feeding
Make
Goods
Deliver
Services
Stage
Experiences
Differentiated
Pricing
Undifferentiated
Market Premium
Competitive
Position
Relevant to
Needs of
Customers
Irrelevant to
Value-added
Differentiation
“as goods”

25. Who Is in Charge of The University Brand?
The President…Not the Marketing Department!

26. US$ 0.03
per cup
(10 grams)
1. Commodities
Supply chain
optimization

27. US$ 0.30 per cup
2. Goods
Quality

28. US$ 1-1.5per cup
3. Services
Consistency

29. 4.Experiences
Orchestration
US$ 3 per cup

30. The truth of a
thing is in the
feel of it,
not the think
of it.
Stanley Kubric

31. Competing on student’s experience
How students perceive all interactions they may have with theiruniversity

32. 2
9
1.2M Education Users | 90+ Countries | 2,000+ Colleges and Universities

33. FAC* CAM*
STU *
ALU*
FAC. Faculty experience
CAM. Campus experience
STU. Student experience
ALU. Alumni experience
The University experience f r a m e w o r k
Source: Qualtrics 2018

34. Mapping the student. End to end journey
Identify Key Touch-points
Choosing
to apply
Open
house
Campus
experience
Graduation Alumni
Pre-
Test
Admission Orientation
Awareness Consideration Buying Using Social engagement

35. Understand the key drivers of student experience
What are the key touch-points?
What are the pains and pleasures in the Journey?
Which touch- points does not add value to experience?
How technologies as a touch-point can enhance students
experience?
How do students feel after being graduated? “The take
away impression”

36. Most School Managers are wrong when
identifying Pains in the academic journey.
For many students the pains are after
graduation. When they are looking for the job
they believe they deserve!

37. Do
What sheis actually doing?
Think
What matters for
her?
Say
What shesayson social media?
Feel
How does shefeel?
Pain Gain
Emotional Map

38. New secrets
for managing
student’s
experience
1. Do not over promise
2. Experience realms
3. Pain & pleasures
4. Peak & end rules
5. Be emotional

39. Don’t overpromise

40. Absorption
Immersion
Active
Participation
Passive
Participation
Entertainment Educational
Aesthetic Escapist
The four realms of experience

41. 4 Factors affecting the
memorability of a
continuous Experience.
Pattern. Intensity. End
Rule. Pleasures and
Pains

42. When you are to the dentist. When do you prefer
to experience the pain? Early or at the End

43. How to combine pains and Pleasures
Bring the pain moments together early and segment the
pleasures
Experience
begins
Experience
ends

44. The pattern of experience

45. Intensity
time
Down Up &Down
time
Intensity
As event manager you must organize a 2 hours show for an
open house. Which pattern of experience would you select?
A B
Up Down &Up
D
C

46. Which one is more memorable when both
experiences share the same average intensity?
People exhibit better memory for more intensely
emotional events than less intensely emotional
events.
Intensit
y
Time Time

47. It’s Valentine Day. When to give the gift.
Before, early in the dinner or at the end?

48. The Peak and End rules
Customers base their overall evaluations on
the peak and final intensity of the
experience

49. Be emotional

50. How emotional is
your marketing
communication?
Source: Brain Juicer

53. Integrate
your
brand and
culture to
make
your
University
stronger
University Culture
Campus a workplace
Technology as learning enhancer
Student experience
Your University Brand
Marketing communication

54. It is your culture that drives students‘ experience.
Not your marketing department…

55. Thank You Very Much
Dr Gerard Tocquer