1. External Branding Concept
Hochschule für Wirtscha und Recht Berlin
Strategic Marketing Management · Group 8 · WT 2011
Felix Bauer, Giorgi Jashiashvili, Marc Schmidt, Jörg Sesselmann 13.12.11

2. A holistic Approach
HWR Branding Concept
Internal Branding External Branding
What do we want to What do we want to
achieve on the inside? achieve on the outside?

3. The HWR External Branding Initiative
Felix Bauer Giorgi Jashiashvili
Marc Schmidt Jörg Sesselmann
3

4. Project Objectives
PROBLEM DEFINITION
Lack of Branding Strategy
Low Awareness
Unfavorable Image
How we are going to solve it…
Establish Build
Increase
Branding distinctive
Awareness
Strategy Image
4

5. Agenda
I. Basics
1. University Branding
2. External Branding
3. Best Case Study
II. Situation Analysis
1. Desk Research
2. Field Research
III. External Branding Concept
1. Strategy
2. Implementation
3. Controlling
5

6. I. Basics

7. 1. University Marketing

10. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.1 Definition
University Marketing is the market-oriented management
of the university as a whole with the alignement
and coordination of all activities to the needs of
relevant target groups.
10

11. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.2 Influencing Concepts
Service Non-profit Relationship
Marketing Marketing Marketing
• Intangible • Service • Build and
Product provision nurture
instead of profit Relationships
• Simultaneous maximisation with
creation and Stakeholders
consumption • Profits are
ressources
11
Source: Hochschul Relationship Marketing, S.35; Hochschulen im strategischen Wettbewerb, S.26

12. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.3 Target Groups
Internal Intermediate External
Professors Graduates Prospective Students Companies
Employees Alumni Federal Institutions Sponsors
Students General Public Other Universities
12
Source: Hochschul Relationship Marketing, S.10

13. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.4 Target Group Touchpoints
Research
Representatives
Projects
Building &
Publications
Facilities
Marketing
Communication
Target Graduates
Material Group
13

14. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.5 Target Markets
What is the What is the product Who is the customer
relevant market? of a University in the of the product?
market ?
14
Source: Marketing und Wettbewerb im deutschen Hochschulsystem, S.132

15. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.5 Target Markets
Educational Prospective
Market Education Students
15
Source: Hochschulen im strategischen Wettbewerb, S.28

16. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.5 Target Markets
Academic Companies
Job Market Qualified
Graduates
16
Source: Hochschulen im strategischen Wettbewerb, S.28

17. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.5 Target Markets
Scientific + Society
Publications Scientific + Companies
Market + Scientific
Findings Community
17
Source: Hochschulen im strategischen Wettbewerb, S.28

18. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.5 Target Markets
Education Qualified Scientific
Graduates Findings
3 Products and Target Markets to cover
with a Competitive Strategy.
18

20. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
1.6 Competitive Strategy
Many Universities are „stuck in the middle“.
ey fail in achieving a di erentiating positioning.
Differentiation Strategy
Develop a Build a
Unique Positioning Strong Brand
20
Source: Marketing und Wettbewerb im deutschen Hochschulsystem, S.261, 271

21. 2. External Branding

22. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.1 What is Brand and Branding?
“A name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods or
services of one seller or group of sellers and to
di erentiate them from those of competitors.”
“Branding is endowing products and services
with the power of brand.”
22
Source: Kotler / Keller: Marketing Management

23. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.1 Brand and Branding
Branding
? Brand
23

24. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.2 What can be Branded?
Physical Product Service Person Place Idea
24

25. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.3 Advantages of Brands
Companies Customers
25

26. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.3 Advantages of Brands for Companies
Greater Customer Larger Margins
Loyalty
!
!
Brand
!
!
Legal Protection Improved Employee
for Products Recruiting and Retention
26
Source: Kotler / Keller: Marketing Management

27. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.3 Advantages of Brands for Customers
Practical solutions Emotional satisfaction
!
!
Brand
!
!
Simplified Decision Reduced risks
making Process
27
Source: Kotler / Keller: Marketing Management

28. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.4 Brand Building
Bonding! Strong
relationship
Advantage!
Performance!
Relevance!
Presence! Weak
relationship
28
Source: Kotler / Keller: Marketing Management

29. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
2.5 Elements of a Branding Strategy
Brand Identity Brand Image
Aspired Outward Expression Target group’s
mental picture
Brand Vision
Gap
Brand Positioning
Brand Personality
29
Source: Hochschulen im Strat. Wettbewerb, S.93

30. 3. Best Case Study

32. I. Basics 1. External Branding 2. University Marketing 3. Best Case Study
32

33. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
33

34. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.1 ESB Claim
“We are one of Germany's leading international business
schools, and one of the first state institutions to offer integrated
international degrees, which ESB Business School has awarded
for almost 40 years now.”
34
Source: http://www.esb-business-school.de/

35. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.2 Facts about ESB
• International Business school
• Located in Reutlingen with more that 110,000 inhabitants
• Founded in 1855
• 60 Professors
• 2000 students
• More than 40 corporate partners
35

36. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.3 USPs and Instruments of ESB
USPs Instruments
36

37. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.4 USP Rankings
37
Source: http://www.esb-business-school.de/

38. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.4 USP Spirit
Spread
your
wings
38

39. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.4 USP Partner Companies
39

40. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.4 USP Innovations and Technologies
40

41. I. Basics 1. External Branding 2. University Marketing 3. Best Case Study
41

43. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.4 USP Alumni Network
Over 3000 members
Regional events annually
Internships, jobs and housing for students
Alumni-coaching
43

44. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.5 Instrument Website
44

45. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.5 Instrument Website
45

46. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
46

47. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.5 Instrument ESB Forum & Fair
47

48. I. Basics 1. University Marketing 2. External Branding 3. Best Case Study
3.6 ESB External Branding
USPs
Good Brand
Instruments
48

49. II. Situation Analysis

50. 1. Desk Research

51. II. Situation Analysis 1. Desk Research 2. Field Research
1.1 Focus of Studies at the HWR
University of Applied Sciences
offering studies in
Business
Business
Admini- Economics Business Law Engineering
stration
for students from Germany and abroad.
51

52. II. Situation Analysis 1. Desk Research 2. Field Research
1.2 Discrepancy between Facts and Perception
Delivered by the HWR: Students perception:
3641 students, 130 international Overall study situation: 1,9
partner universities, 167 exchange Practice orientation: 1,9
students, 480 partners in industry
Support for studying abroad: 2,0
Fact-based ranking:
Professors perception:
International-orientation: 11/13
Recommendation rate: 4,7 %
Practice-check: 36,3 / 45
A: Fact-based quality B: Perceived quality
Source: Zeit CHE-Ranking 2011
52
Top 25 % Medium 25 – 75 % Worst 25 %

53. II. Situation Analysis 1. Desk Research 2. Field Research
1.3 Perception-based Comparison to other Universities
Overall situation from a students‘ perspective Best-mark: 1, Worst- mark: 5
HWR Berlin
HTW Berlin
FH Brandenburg
ESB Reutlingen
FH Münster
MBS München
1,9 2,0 1,6 1,5 1,5 1,5
Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011
Recommendation rate from a professors‘ perspective
ESB Reutlingen
35%
18% FH Münster
05% HWR Berlin
03%
01% HTW Berlin
01% MBS München
FH Brandenburg
00% 05% 10% 15% 20% 25% 30% 35% 40%
Source: Zeit CHE-Ranking 2011 53

54. II. Situation Analysis 1. Desk Research 2. Field Research
1.4 Fact-based Comparison to other Universities
Practice-check Maximum: 45 points
HWR Berlin
HTW Berlin
FH Brandenburg
ESB Reutlingen
FH Münster
MBS München
36,5 28,6 23,4 39,5 36,0 34,4
Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011
International-orientation Maximum: 13 points
HWR Berlin
HTW Berlin
FH Brandenburg
ESB Reutlingen
FH Münster
MBS München
11 7 2 11 12 9
Top 25 % Medium 25 – 75 % Worst 25 % Source: Zeit CHE-Ranking 2011
54

55. II. Situation Analysis 1. Desk Research 2. Field Research
1.5 Zeit CHE-Ranking Summary
Perceived positions Fact-based positions
High position
Low position
Task: Close the Gap!
55

56. II. Situation Analysis 1. Desk Research 2. Field Research
1.6 Peception of Alumni
Alumni survey among several universities in Germany from 2009:
(including HWR, UdK Berlin, University Düsseldorf, University Münster)
4 of 5 students
would choose the
same course of
studies again
73% are satisfied 99 % would
with their studies recommend the
(average: 66%) study at the HWR
Alumni
perception
of HWR
56

57. II. Situation Analysis 1. Desk Research 2. Field Research
1.7 HWR Branding Efforts - Communication
Corporate Design Webpage
Image Brochure University Flyer
57

58. II. Situation Analysis 1. Desk Research 2. Field Research
1.7 HWR Branding Efforts - Relationships
Career and industry-
Mentoring Program
related fairs / events
Consulting and
Marketing Forum Career Service
58

59. II. Situation Analysis 1. Desk Research 2. Field Research
1.8 Summary of Desk Research
„Weak utilization of a great foundation.“
59

60. 2. Field Research

61. II. Situation Analysis 1. Desk Research 2. Field Research
1.1 External Branding Survey
Evaluate…
Relevant
attributes
Brand
awareness
Touch-
points
… to compare optimum and actual HWR situation
61

62. II. Situation Analysis 1. Desk Research 2. Field Research
1.2 Target Group
At the end of the day, studying
is a tool to be ready for…
This leads to the fact that the overall external view of a
university is strongly influenced by the view of
Companies
62

63. II. Situation Analysis 1. Desk Research 2. Field Research
1.2 How we chose the Companies
To get a holistic picture we tried to target small, medium and
large companies from inside and outside Berlin / Brandenburg
Trendence HWR HWR
Employer Career Internship
Ranking Service Service
400 company contacts generated
through this purposive sample
63

64. II. Situation Analysis 1. Desk Research 2. Field Research
1.2 A few examples…
64

65. II. Situation Analysis 1. Desk Research 2. Field Research
1.3 Methodology
Tool
• Online survey delivered via E-Mail
Timespan
• 2 weeks (21.11.2011 -05.12.2011)
• 3-5 minutes to answer
Question type
• Closed questions with pre-defined answers
Language
• German
65

66. II. Situation Analysis 1. Desk Research 2. Field Research
1.4 Structure – General Questions
What are your main sources
for gathering information
about universities?
Which are the most
important attributes when
assessing a universities‘
performance?
Do you know the
HWR Berlin?
66

67. II. Situation Analysis 1. Desk Research 2. Field Research
1.4 Structure – Evaluating the HWR Situation
Which are your main
touchpoints with the HWR?
Which attributes do
you connect to the HWR?
67

68. II. Situation Analysis 1. Desk Research 2. Field Research
1.4 Structure – Demographical Questions
How many people does your
company employ in Germany?
Where is the German
headquarters of
your company?
Chance to get linked to an
additional site with more
information about the HWR
68

69. II. Situation Analysis 1. Desk Research 2. Field Research
1.5 Survey Results – Response
Response
Total
answers 62 16% rate
Where is the German headquarters of How many people does your company
your company? employ in Germany?
>100 (Small)
22! 8!
Berlin /
Brandenburg 16!
100-1000
40! 38!
Rest of (Medium)
Germany >1000 (Large)
69

70. II. Situation Analysis 1. Desk Research 2. Field Research
1.6 Survey Results – HWR-specific Questions
Companies
knowing the
HWR
39 63% Aided
recall-rate
Berlin/Brandenburg: 91 % Small companies: 63 %
Rest of Germany: 48 % Medium companies : 69 %
Large companies : 61 %
Nearly twice as high!
70

71. II. Situation Analysis 1. Desk Research 2. Field Research
1.7 Survey Results – Touchpoints
What are your main touchpoints with the HWR? (N=39)
What are your main sources to gather information about universities? (N=62)
32%!
University homepage 26%!
3%!
University rankings 22%!
33%!
Internal social network 20%!
14%!
Fairs, Events 14%!
6%!
Information material 10%!
11%!
External social network 7%!
71

72. II. Situation Analysis 1. Desk Research 2. Field Research
1.8 Survey Results – Relevant Attributes
Which attributes do you conncect to the HWR? (N=39)
Which are the most important attributes when assessing a universities' performance? (N=62)
10%!
Good graduates 29%!
29%!
Practice-orientation 19%!
13%!
Quality of teaching 17%!
Industry- 28%!
relationships 16%!
11%!
Internationality 12%!
8%!
High awareness 3%!
1%!
Quality of research 3%!
72

73. III. External Branding
Concept

74. 1. Strategy

75. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.1 Relevant External Target Groups
Companies
Prospective Students Federal Institutions
HWR
Sponsors Other Universities
General Public
75

76. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.1 Finding the relevant Target Groups
Good overall Companies
image like HWR
High quality UNIVERSITY Companies
studies at BRANDING prefer HWR
HWR SUCCESS CIRCLE graduates
HWR has Talented
talented students
students prefer HWR
76

77. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.1 Relevant External Target Groups
HWR
Prospective Students Companies
77

78. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.2 Key-and-Lock Principle
Target Group Product Free Space in Positioning
Insight Benefit Competitive
Environment
78

79. Which attributes do you conncect to the HWR? (N=39)
Which are the most important attributes when assessing a universities' performance? (N=62)
10%!
Good graduates 29%!
29%!
Practice-orientation 19%!
13%!
Quality of teaching 17%!
28%!
Industry-relationships 16%!
11%!
Internationality 12%!
8%!
High awareness 3%!
1%!
Quality of research 3%!
Source: Survey

80. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.3 Insights of Companies
„We need quali ed employees
and therefore value a practice-oriented
education with international focus.“
Courses in Integrated Good Company
english Internships Relations
80

81. Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung

82. Source: CHE – Indikator im Blickpunkt: Kriterien der Hochschulwahl und Ranking-Nutzung

83. Source: Statistisches Bundesamt: Deutsche Studierende im Ausland

84. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.3 Insights of Prospective Students
„I want to study at a good University that allows
for a great job and ts my interests– but in a city
that rocks! And maybe I’ll do a semester abroad.“
International Berlin, the
Large network
Courses in multi-cultural
of partner Business City
english heart of
universities Berlin Germany
84

85. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.4 Free Spaces in Competitive Environment
Location
Internationality Practice-
orientation
13 45
1
Ranking Mark
Source: CHE Ranking, Location: own assumption 85

87. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.5 Branding Strategy
Vision
We will become the No.1 practice-oriented Business University of Applied
Sciences with an international focus in Germany.
Positioning
„The brilliant international University of Applied Sciences
in the multi-cultural heart of Germany, training professionals
for the international working world.“
Exciting and multi-cultural
Practice-orientation Internationality
USP
location Berlin
Berlin,
Large
Good multi- International
Reason
Integrated Network of Courses in
Why
Company cultural Business
Internships Partner English City Berlin
Relations heart of
Universities
Germany
87

88. Practice-orientation

90. Internationality

92. Exciting and
multi-cultural
location Berlin

95. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.6 Communicative Lead Idea
Applied Sciences.
Applied Internationality.
95

96. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
1.6 Communicative Lead Idea
e exciting location of Berlin allows
you to actually „apply“ the
internationality, the HWR o ers!
96

97. 2. Implementation

98. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
Overview Instruments
Applied Sciences.
Applied Internationality.
HWR Experience
KNOWLEDGE EXCHANGEAds
HWR
Package Image Video
HWR
HWR Applied Ideas Social Media
Studentenleben
Corporate General Prospects
Marketing & Brand the HWR Meet and
Consulting Forum
PRACTICE Building PRICE/QUALITY Day
Greet
98

99. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
Instruments
targeting Companies
99

100. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.1 HWR Applied Ideas
• KNOWLEDGE EXCHANGE
HWR Applied Ideas
PRACTICE PRICE/QUALITY
100

101. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.1 HWR Applied Ideas- Structure
Input Professors
Quality Management
• Marketing
• HRM
• Accounting President Company
• Controlling
• Finance
Input Professors
101

102. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.1 HWR Applied Ideas - Benchmark
102

103. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.1 HWR Applied Ideas
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
103

104. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.2 Marketing & Consulting Forum – Status Quo
Marketing Consulting!
Forum Forum
KNOWLEDGE
Course of lectures
Course of lectures
about current
about current
Consulting
Marketing topics
challenges
Language: German Language: English
Speech Speech
PRACTICE PRICE/QUALITY
Attendees: mostly Attendees: mostly
students students
104

105. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.2 Marketing & Consulting Forum 2.0
More attendees of
companies
Outcome on: Two types:
Homepage 1 Company
Youtube specific
Facebook 2 General topics
PRACTICE
Workshops &
Filmed for
problem solving
publishing
process
105

106. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.2 Marketing & Consulting Forum 2.0
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
106

107. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.3 Explore HWR Package
KNOWLEDGE
PRACTICE PRICE/QUALITY
107

108. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.3 Explore HWR Package
Company focus
Internationality Practice Education
Intern
University Image
108

109. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.3 Explore HWR Package
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
109

110. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
Instruments
targeting Prospects
110

111. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.4 HWR Ad Campaign - Where
111

116. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.4 HWR Ad Campaign
116

117. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.4 HWR Ad Campaign
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
117

118. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben
Sponsored by Authors Target group
KNOWLEDGE
118

119. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben - Benchmark
KNOWLEDGE
Forget about this…
PRACTICE PRICE/QUALITY
119

120. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben
120

121. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben
121

122. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben
Free lifestyle magazine
• HWR Applied Internionality
• HWR in the City
• HWR Alumni
• Announcements
122

123. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.5 HWR Studentenleben
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
123

124. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.6 HWR Meet and Greet Day
The idea:
Get away from the dusty „Open Day“-concept and come
up with somethings new that…
Still informs Gives a chance to Shows the
Tells about the
about important experience diversity of
great company
university facts Berlin Berlin and the
relationships
HWR
124

125. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.6 HWR Meet and Greet Day
The approach:
Join one of several „HWR Adventure Groups“ led by HWR
students to explore what the HWR is all about.
Have a Visit a
Sign up campus tour company and
online at and receive listen to
www.hwr- information internship
berlin.de material opportunities
Meet your Get guided Have a party
group at trough the at night in
campus cities‘ sights one of the
Schöneberg several clubs
125

126. Sign up for the „HWR Meet & Greet Day“ and experience…
Culture Lifestyle
Diversity Business

127. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.6 HWR Meet and Greet Day
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
127

128. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
General Instruments
128

129. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.7 HWR Image Video
WHY
emotional representation of
KNOWLEDGE
PRACTICE PRICE/QUALITY
129

130. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.7 HWR Image Video - Benchmark
130

131. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
131

132. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media – Status Quo
But...
PRICE/QUALITY
132

133. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media – Status Quo
133

134. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media – Status Quo
134

135. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media – Status Quo
135

136. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media – Status Quo
136

137. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media
• Image • Alumni • HWR page • Improve
Video HWR page
• Current • Career
• Marketing students Service • Include
Forum contact
• Improving • Faculties groups
• Consulting HWR page
Forum • Receiver
oriented
• Student
Projects
137

138. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.8 Social Media
F it with Positoning
Practice- Orientation
✓
✓ Inter nationality
✓ Berlin
138

139. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
2.9 Brand the Building
139

140. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
Overview Instruments
Applied Sciences.
Applied Internationality.
HWR Experience
KNOWLEDGE EXCHANGEAds
HWR
Package Image Video
HWR
HWR Applied Ideas Social Media
Studentenleben
Corporate General Prospects
Marketing & Brand the HWR Meet and
Consulting Forum
PRACTICE Building PRICE/QUALITY Day
Greet
140

141. 3. Controlling

142. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
3.1 Balanced Scorecard – Tracking the Performance
- Brand recall-rate (HWR)
- Marketing / Branding budget
Customer
Financial
- Referral rate (students &
(as percentage of total budget)
graduates)
- Brand equity (HWR)
- Number of new company contacts
- Relative Market Position M
- Number of new applicants
(related to the CHE)
- Page/Video visits
Processes
Employee
142

143. III. Ext. Branding Concept 1. Strategy 2. Implementation 3. Controlling
One more thing...
KNOWLEDGE WE
WILL
START
RIGHT
PRACTICE
NOW!
143

144. Discussion

145. Questions
• What do you think is the reason for the gap between the facts and the
perception of the CHE Ranking?
• Would you follow your University on Twitter?
• Should Universities focus more on Social Media as an information tool?
• Do you have further ideas for improvements?
145

146. Thank you!

147. Sources
Beplo, Miriam und Kaiser, Cornelia: Von der FHW in den Beruf. Erste Auswertungen der
Absolventenbefragung 2008/2009 Berlin
Erhardt, Dominik (2011): Hochschulen im strategischen Wettbewerb, Wiesbaden: Gabler Verlag
http://www.esb-business-school.de/
Habicht, Hagen (2009): Universität und Image, Wiesbaden: Gabler Verlag
Hachmeister, Cort-Denis & Hennings, Dr. Mareike (2007): CHE - Indikator im Blickpunkt: Kriterien der
Hochschulwahl und Ranking-Nutzung
Heiland, Thomas (2001): Marketing und Wettbewerb im deutschen Hochschulsystem, Wiesbaden: DUV
Kotler, Philip & Keller, Kevin Lane (2012): Marketing Management, 14th edition, Harlow: Pearson
Ulrich, Georges & Voss, Rödoger (Hrsg.) (2010): Lohmar: Josef Eul Verlag
Statistisches Bundesamt (2011): Deutsche Studierende im Ausland, Wiesbaden: Statistisches
Bundesamt, unter: http://www.destatis.de/jetspeed/portal/cms/Sites/destatis/Internet/DE/Content/
Publikationen/Fachveroeffentlichungen/BildungForschungKultur/Hochschulen/
StudierendeAusland5217101117004,property=file.pdf
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