Part B: Brand Analysis

The brand name distinguishing the business school discussed in this report from all others

is the Haskayne School of Business. A brand mark that represents the message of the

Haskayne School of BusinessActing as a brand mark, its official logo includes is evident

in the form of a logo with the name of the school appearing in consistent typography,

accompanied by the University of Calgary crest in the core colors (Haskayne School of

Business 2010).

The brand mark’s uUniform typography pertaining to the Haskayne School of Business

brand mark is implemented to strengthen the identity of the Haskayne School of Business

and includes the use of Berkeley serif font family for the body texst. , ITC Franklin

Gothic sans serif is utilized for headings, factoids and photo captions and while ITC

Officina sans serif is allocated tofor headings and quotations (Haskayne School of

Business 2010). If Marketing and Communications is not doing the graphic design,

Times New Roman serif may be used for body text and Arial sans serif for headings,

quotations, factoids and photo captions.

A consistent color palette is implemented to convey a uniform tone (Lupton,

Phillips, Cole 2008) and increase brand recognition to generate new and repeat sales. The

University of Calgary’s yellow and red crest in yellow and red colors accompanyies the

typography on the Haskayne School of Business logo. These colors are employed carried

out to provide a consistent for consistencyfeel when communicating the Haskayne School

of Business’ product offering message. PThe psychological implications of these core

colors are important significant in conveying uniformity: as red has been linked to

ambition adding life and stimulation ofing the brain and while yellow has shown to

signify warmth and contentment have been attributed to yellow (Style Weekly 2005).

A challenge Communication inconsistencies may arise from in relation to the

brand name as the word “Haskayne” may be difficult to quickly memorize and

pronounce. This communication inconsistency (Management Today 2006). can

negatively influence familiarity due to an individual experiencing difficulty when

recalling the name or being unable to correctly pronounce it when carrying out a

conversation or attempting to make a recommendation. Difficulties in verbal

communication can farther lead to a decrease in brand equity (Lamb, et al. 2010) due to

lowered brand awareness and familiarity (Lamb, et al. 2010). AThe overall strategy

recommendation forto overcominge this issue involvess continuous to exposuree of an

individual to a clearly printed brand name. on numerous occasions. fFront -page logo

placement in publications must be mandatory at all times, an increased logo- to- page

proportion from 10% to 15% should be implemented and a specific separation margin

from the logo to other visual identifiers elements should be implemented dentified to

promote clarity and distinction. reduce the commutation challenge.

References

Haskayne School of Business (2010), “The Haskayne Brand,” (accessed November 12, 2010), [available at http://haskayne.ucalgary.ca/brand].

Lamb, Charles W., Joseph F. Hair, Carl McDaniel, Harish Kapoor, HenryKlaise and Richard Appleby (2010), MTKG Canadian Edition. Nelson CollegeIndigenous.

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