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Brand Positioning for Academic Libraries. Yoo-Seong Song University of Illinois at Urbana-Champaign. Brands. Brand Management. “Brand Management is the art of marketing and most distinctive skill of professional marketers.”. - (Philip Kotler, 2002). BM Process.
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Brand Positioning for Academic Libraries Yoo-Seong Song University of Illinois at Urbana-Champaign
Brand Management “Brand Management is the art of marketing and most distinctive skill of professional marketers.” - (Philip Kotler, 2002)
BM Process Build awareness and recognition Consumers have positive perceptions Consumers associate product with certain values (e.g. expensive, luxurious, economic, authentic, affordable) LOYAL CUSTOMERS Consumers “experience” product & product delivers its promise
BM Strategy Decision Model (Kotler) Brand Positioning Name Selection Sponsorship Development
Brand Positioning: Components Brand Positioning Service assessment Value proposition Environment assessment
Step 1: Environment Assessment Economy Industry Companies Consumers
Comparing BEL & Google vs. • Assess Google and BEL in terms of: • “Width” of business information • “Depth” of business information
Perception Map: Google DEPTH WIDTH Business Librarian Business Student
Perception Map: BEL DEPTH WIDTH Business Librarian Business Student
Step 2: Library Assessment Facility-based Service Collection-based Service BEL Service Assessment Expertise-based Service
BackgroundBusiness & Economics Library • One of the most frequently used libraries on campus • Mainly serves students and faculty at the College of Business • Graduate students > Undergraduate • Employs 3 librarians,3 FTEs, and students • 65,000 volumes and 1,200 periodical titles
Business Education: Requirements Information Requirements • Large sets of data • Real time data • Complex financial databases • Quantitative analysis skills • Problem solving skills • Effective presentation skills Pedagogical Requirements
Importance of Library Services Likert scale: 5 = Very important 4 = Somewhat important 3 = Neutral 2 = Of little importance 1 = Not important • Personal study area • Public access computers • Electronic resources • Space for group meetings • Virtual reference
Importance of Library Services:Results Students view that library’s physical facility is more important than human services
BEL Assessment Facility-based Service Collection-based Service BEL Service Assessment Expertise-based Service
Step 3: Value Proposition • Questions to be answered: • What services do students want from BEL? • Can BEL deliver what it promises? • Can BEL’s services be replaced easily by competitors? • Can BEL’s services be sustained and lead to loyalty? • Are BEL’s services distinctive, consistent, and recognizable?
Differentiators • What students can find via Google: • Easily searchable • Easily understood • Students cannot rely on Google when: • Difficult to understand • Info needs more than simple retrieval • Google offers too much (and different results) • Expertise is needed
Determining BEL’s Brand Values Convenience Expertise Wide coverage Deep coverage Focused Speed Consultation Self-Reliant
BEL’s Brand Positioning Proactive Proactive Partner Proactive Provider Provider Partner Reactive Partner Reactive Provider Reactive
Next BM Steps and Further Studies Brand Positioning Name Selection Sponsorship Development