Brand Brand Positioning for Positioning for

Academic Academic LibrariesLibrariesYoo-Seong SongYoo-Seong Song

University of Illinois at University of Illinois at Urbana-ChampaignUrbana-Champaign

BrandsBrands

Brand ManagementBrand Management

“Brand Management is the art of marketing and most distinctive skill of professional marketers.”

“Brand Management is the art of marketing and most distinctive skill of professional marketers.”- (Philip Kotler, 2002)- (Philip Kotler, 2002)

BM ProcessBM Process

Build awareness

and recognition

Build awareness

and recognition

Consumers have

positive perceptions

Consumers have

positive perceptions

Consumers associate

product with certain values

Consumers associate

product with certain values

(e.g. expensive, luxurious, economic, authentic,

affordable)

(e.g. expensive, luxurious, economic, authentic,

affordable)

Consumers “experience” product & product delivers its

promise

Consumers “experience” product & product delivers its

promise

LOYAL CUSTOME

RS

LOYAL CUSTOME

RS

BM Strategy Decision BM Strategy Decision Model (Kotler)Model (Kotler)

Brand Positioning

Brand Positioning

Name Selection

Name Selection SponsorshipSponsorship DevelopmentDevelopment

Brand Positioning: Brand Positioning: ComponentsComponents

Brand Positioning

Environment assessment

Service assessment

Value proposition

Step 1: Environment Step 1: Environment AssessmentAssessment

Economy

Industry

Companies

Consumers

Key ResultsKey Results

Most popular research topics

1. Career 2. News

Most anticipated library services

1. Wireless 2. Remote access

Most popular research points

1. Google 2. Library web site

Most valued library services

1. Space2. Research

resources

Most frequently used student services

1. Career center

2. Faculty advice

Most interested campus program

1. Job fair2. Academic

seminars

Comparing BEL & GoogleComparing BEL & Google

vs.

Assess Google and BEL in terms of:

•“Width” of business information

•“Depth” of business information

Perception Map: Perception Map: GoogleGoogle

Business Librarian

Business Student

WIDTH

DEPTH

Perception Map: Perception Map: BELBEL

Business Librarian

Business Student

WIDTH

DEPTH

Step 2: Library Step 2: Library AssessmentAssessment

Facility-based

Service

Facility-based

Service

Expertise-based Service

Expertise-based Service

Collection-based Service

Collection-based ServiceBEL Service

Assessment BEL Service Assessment

BackgroundBackgroundBusiness & Economics Business & Economics

LibraryLibrary One of the most frequently used One of the most frequently used

libraries on campuslibraries on campus Mainly serves students and faculty at Mainly serves students and faculty at

the College of Businessthe College of Business Graduate students > UndergraduateGraduate students > Undergraduate Employs 3 librarians,3 FTEs, and Employs 3 librarians,3 FTEs, and

studentsstudents 65,000 volumes and 1,200 periodical 65,000 volumes and 1,200 periodical

titlestitles

Business Education: Business Education: RequirementsRequirements

•Large sets of data

•Real time data

•Complex financial databases

•Quantitative analysis skills

•Problem solving skills

•Effective presentation skills

InformationRequirements

Pedagogical Requirements

Importance of Library Importance of Library ServicesServices

1. Personal study area

2. Public access computers

3. Electronic resources

4. Space for group meetings

5. Virtual reference

Likert scale:

5 = Very important

4 = Somewhat important

3 = Neutral

2 = Of little importance

1 = Not important

Importance of Library Importance of Library Services:Services:ResultsResults

Importance of Library Services Importance of Library Services (n=271)(n=271)

   MeanMean

Personal study areaPersonal study area 4.54.5

Public computersPublic computers 4.04.0

Resources for researchResources for research 4.14.1

Group meeting spaceGroup meeting space 3.93.9

Virtual referenceVirtual reference 2.82.8

Students view that library’s physical facility is more important than human services

BEL AssessmentBEL Assessment

Facility-based

Service

Facility-based

Service

Expertise-based Service

Expertise-based Service

Collection-based Service

Collection-based ServiceBEL Service

Assessment BEL Service Assessment

Step 3: Value PropositionStep 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?

DifferentiatorsDifferentiators

What students can find via What students can find via Google:Google: Easily searchableEasily searchable Easily understoodEasily understood

Students cannot rely on Students cannot rely on Google Google when:when: Difficult to understandDifficult to understand Info needs more than simple retrievalInfo needs more than simple retrieval GoogleGoogle offers too much (and different offers too much (and different

results)results) Expertise is neededExpertise is needed

Determining BEL’s Determining BEL’s Brand ValuesBrand Values

Convenience

Wide coverage

Speed

Self-Reliant

Expertise

Deep coverage

Focused

Consultation

BELBEL’s Brand Positioning’s Brand PositioningProactive

Reactive

Provider Partner

ProactivePartner

ReactiveProvider

ProactiveProvider

ReactivePartner

Next BM Steps and Further Next BM Steps and Further StudiesStudies

Brand Positioning

Brand Positioning

Name Selection

Name Selection SponsorshipSponsorship DevelopmentDevelopment