robins school of business branding project
DESCRIPTION
A group presentation outlining a potential rebranding strategy for the Robins School of Business to help connect with prospective students, current students, faculty, and alumni.TRANSCRIPT
ROBINS SCHOOL OF BUSINESS BRANDING PROJECT
Anna Galian, Keiko Hoen,
Sean Mohan, Matt Rosenthal
Introduction
Why do you study at the Robins School of Business?
Why study anywhere else?
Current Situation: Key RSB Stakeholders
Current Situation: SWOT Analysis
Problem Statement
The Robins School of Business does not currently have a unique, clear brand identity
“A brand ideal of improving people’s lives is the only sustainable way to recruit, unite, and inspire all the people a business touches” – Jim Stengel
A strong brand identity can help differentiate RSB from its competitors, and help RSB communicate this difference to key stakeholders
Research Design
How do you identify yourself to the following people?
Pare
nts
Fam
ily
Frie
nds
Empl
oyer
s
Alum
ni
Pros
pect
ive
stud
ents
Curre
nt S
tude
nts
0
5
10
15
20
25
30
35
40
45
50
UR
RSB
Decision Criteria
Resonate
Resonate with current students
Authenticity
Message that is both
authentic and reflective
Differentiate
Undergraduate business schoolsRobins School of
Business students
What makes the program
and its students unique
Applicability
Stakeholder groups
Unified message
Speaking to various
stakeholder groups
effectively
DECISION MATRIX
Evoking Pride
Enabling Connection
Impacting Society
Eliciting Joy
Inspiring Exploration
Differentiate
Resonate Applicable to
stakeholders
ENABLING CONNECTION
Among all undergraduate business schools Robins School of Business stands alone as the only program
that connects bright, motivated students and professors with real-world experience to ensure students achieve
success inside and outside the classroom.
DISCOVER. CONNECT. SUCCEED
Brand Mantra:
Positioning:
Connecting to:
Professors, students, alumni and recruiters
IMPLEMENTATION
RISKS AND CONTIGENCIES
DISCOVER. CONNECT. SUCCEED
QUESTIONS?