Brand Management

What Is A Brand?

  • A brand is relationships – how people connect to us and we connect to them
  • The brand value reflects how our name is perceived
  • The meaning and value of the brand are used to develop an effective marketing mix (What are we saying and to whom? And do they believe us?)
  • The value of the brand may have heightened importance due to the intangible nature of a particular organization – how is the value of what we provide assessed?
  • The route to establishing trust (consistency!)

Why The Brand Matters

  • It is a comprehensive approach to communicating about who and what we are
  • The Brand should outlive us; it should embody this University -- its mission, people, values, history and accomplishments
  • Consistency demonstrates unity and brings the power of oneness

    • What Constitutes the PVAMU Brand?

  • The Colors (purple & gold)
  • The Logo
  • The Panther
  • The Seal
  • The Alumni
  • The students
  • The President
  • The faculty and staff
  • Image and Reputation
  • History and Legacy

    • Brand Opportunities

    • The Mission
    • About PVAMU
    • Press Releases
    • Publications
    • The Logo
    • The Website
    • Media Relations
    • Development Activities
    • Galas and Celebrations
    • Recruitment
    • Advertising

    Areas Affected

    • Recruitment (students, faculty & staff)
    • Development
    • Media Relations
    • Government Relations
    • Morale/School Pride
    • Alumni

    The Plan

    How will we strengthen the PVAMU brand?

    • Determine what we are known for
    • Decide what we want to be known for
    • Comprehensive approach
    • Develop key messages that support brand position
    • Develop an identity and graphic standards that support those messages

    Goals

    • Assess the PVAMU Brand
    • Strengthen the Brand
    • Ensure that the brand is aligned Internally & Externally (clear, consistent messages)
    • Define key audiences
    • Determine key messages
    • Identify & develop communications tools and vehicles
    • Develop identity consistent with brand objectives
    • Increase Visibility & Awareness