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In order to reach the asset profile the following process is followed: -
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Brand Onion™ explained
The brand onion covers three areas; physical attributes customer benefits and intrinsic values. These are marked either positively or negatively. The qualitative profile enables us to understand not just the mind of the customer but the heart i.e. the feelings and emotions of a customer.
Example: University Brand Onion™
| Attributes
Physical/technical properties
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Benefits
Functional benefit end user derives |
Values
Emotional values/feelings the end user has
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The information in the brand onion is gathered by a brand audit using the most appropriate combination of quantitative and qualitative research, including; focus groups, accompanied/assisted shopping, mystery shopping, surveys and graded questionnaires.
Case Study - The University of Derby Brand Asset Profile
Background
Universities today are becoming increasingly competitive. The University of Derby wanted to develop its brand in order to continue its success in this changing marketplace.
The University both suffers and benefits from location factors with a large number of geographically close HE and FE competitors. Although the University was performing well in terms of applications, the reasons for this were unclear.
Issues
- Needed to build student relevance and appeal, to result in higher application numbers.
- To create a brand that would be credible, clear and consistent but with flexibility in order to encompass the many different aspects of the University of Derby and Buxton College.
Red22 Solution
The initial stage, as with all Red22's projects, is to discuss requirements with the client in order to tailor the research appropriately. Red22 were asked to research and understand the essence of the brand of The University of Derby. A brand asset profile was created following a thorough brand audit. The audit uses qualitative and quantitative research, internal brainstorming and competitor analysis. It results in a comprehensive understanding of all the areas the brand comes into contact with. This included; key stakeholders within the university, undergraduate and post graduate, part time, mature and overseas students, business links and international liaison. The resulting information was assimilated through the "brand onion" including the brand attributes, benefits, values, personality and essence.
Result
A list of easy to implement quick wins was completed alongside a programme of longer term goals. The results of the brand audit have been used throughout the University as a core driver for the Marketing plan and in all internal and external communication programmes.
"Red22 became a virtual 'bolt-on' part of the department at times. They were unfailingly insightful and helpful, and added extra value while being cost-effective.
The University of Derby undertook an extensive investigation of the brand, examining all current and prospective marketplaces including international students, part time and business. Red22 worked closely alongside our team carrying out thorough market research. Red22 were quick to respond to our requests but also added strategic value, expertise and ideas, resulting in effective and actionable results.
I'd definitely recommend Red22 if you want down-to-earth advice, clear outcomes (as well as help forming inputs) and workable results to clearly defined deliverables, without 'big agency' gloss, glare and affectation."
Brand Manager, The University of Derby . |
