Branding Your College Using

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Branding Your College Using Lunch and Learn

• Welcome
• NCCET 2007
• Presented by
• Dorman Conklin

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Branding Your College Using Lunch and Learn

• Why Brand?

You want to be the first thought in your
customers mind when they think of training
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Branding Your College Using Lunch and Learn

• Who is your competition ?

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Branding Your College Using Lunch and Learn
Branding is defined as Name, term, sign, symbol
or design, or a combination of them intended to
identify the goods and services of one seller or
group of sellers and to differentiate them from
those of other sellers. The American Marketing
Association
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Branding Your College Using Lunch and Learn

• The objectives of good branding
• 1. Delivers the message clearly
• 2. Confirms your credibility
• 3. Connects your target prospects emotionally
• 4. Motivates the buyer
• 5. Concretes user loyalty

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Branding Your College Using Lunch and Learn

• A brand is a
• A. Logo
• B. Name
• C. Product
• D. Benefit Chain

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Branding Your College Using Lunch and Learn

• The Price Premium that strong
• brands command
• None
• 5
• 7

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Branding Your College Using Lunch and Learn

• The contribution that branding can
• make to a firms market capitalization?
• None
• 11
• 37

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Branding Your College Using Lunch and Learn

• Where successful branding starts
• Marketing Department
• Ad Agency
• Corporate Communications
• Executive Suite

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Branding Your College Using Lunch and Learn

• The most effective vehicle for promoting
• your brand
• Advertising
• Public Relations
• Employees
• Customers

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Branding Your College Using Lunch and Learn

• The best time to build your brand
• A. Recession
• B. Boom

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Branding Your College Using Lunch and Learn

• Branding increases the cost of sales
• A. True
• B. False

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Branding Your College Using Lunch and Learn

• The value of a brand is a real number
• you can put on your balance sheet
• True
• False

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Branding Your College Using Lunch and Learn

• The role that communication plays
• in building your brand
• None
• lt50
• gt50
• Chadwick Communications LLC

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Question 1

• D
• Johnson and Johnson CEO once described a brand as
  the value of the capitalized trust between the
  company and customer
• In other words its a chain that begins with the
• promise you make to the customer and ends with
• what you do to fulfill it.

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Question 2

• C
• Perception drives priceA product
• perceived as superior commands
• a 9 higher price and one that is
• perceived as average.

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Question 3

• C
• A study of 100 of the worlds most
• valuable brands concluded that a
• brand typically accounts for an average
• of 37 of market capitalization.

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Question 4

• D
• Align what your company says and
• does with what the market wants and
• is willing to pay for. Thats what a
• brand does.

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Question 5

• D
• Customers create the value of a
• brand and no one owns customers

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Question 6

• A
• Speak when others dont and even
• a whisper can be heard

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Question 7

• B
• As you build perceived value, and
• therefore higher margins, it also generates and
  qualifies leads. All of which can lead 40 more
  effective efforts by sales people.

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Question 8

• A
• The SEC stands behind a new rule
• that brands be counted among a
• companys assets on the balance
• sheet.

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Question 9

• C
• You sell a product.
• But that is not what people buy.
• They buy a promise!

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Review

• How this fits together
• The value add
• Questions

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