Library branding and rebranding

Library
and
Reporters:
John Lu
Nwe Ni Hla
Charlotte Santos
Hadi Saputra

Let’s have a game!
Name that Logo!

Branding is a process that
conveys the nature of
services/products being
provided, and gives the
customer an enhanced insight
into the quality level.
Branding

 Muzellec, et.al.
Rebranding is the practice of
building a new name representative of a
differentiated position in the mindset of
stakeholders and a distinctive identity
from competitors.
Rebranding

Daly and Moloney
Rebranding consists of changing some
or all of the tangible and intangible elements
of a brand.
Rebranding

1. To keep up with the times and keep pace with
changing customer needs
2. A brand is old-fashioned and is in danger of
stagnation or is already in a state of erosion
3. Due to fierce competition or a fast-changing
environment
4. As a means of blocking or outmaneuvering
competitors, or a way of handling increased price
competitiveness
5. As a result of globalization
Reasons for Rebranding

6. As a result of mergers and acquisitions
7. In order to generally improve a brand’s competitiveness by
creating a common sense of purpose and unified
identity, building staff morale and pride, as well as a
way of attracting the best talent or even a way of
testing new markets or products
8. To decrease business development and operational costs, or
a way of countering declining profitability or consumer
confidence
9. To signal a change in direction, focus, attitude or strategy
10. Capitalize on new opportunities or innovative mediums
such as the Internet
Reasons for Rebranding

 Establish which customers are to be
targeted by the brand and develop an
understanding of their needs and values
 Explore the competition to the
service/product and identify what the
customers value from the competition.
Monitor competitor’s progress and
developments
 Design a compelling brand that
encompasses all activities
Creating and Developing the Brand

Creating and Developing the Brand
 Achieve employees buy in to the brand and
give them the skills, tools and support to
deliver the customer experience promised by
the brand.
 Measure and monitor how the brand is
received and how it is delivered.
 Show level of patience, react to competitors
and further develop the brand informed by
effective evaluation.

 OCLC Report (2005)
Views from 3,300 information consumers
concluded that the library buildings, their
collections and library staff are less visible to
people looking for information.
One category of library brand that was
strong was that people saw
the “book” as the library brand.
Branding and Rebranding in
Libraries

 This imprecise brand awareness in users
means that they struggle to see the library
role in the brave new world of electronic
information.
 The monopoly that the libraries had on the
provision of information is no longer present.
 By developing an effective brand, libraries can
reclaim their services so they are
“synonymous with visionary information
sourcing and delivery”
Libraries

 Kenneway (2006) interprets this
finding as indication that the library
brand is rooted in the past.
 Storey (2006) uses the OCLC report as
an indication of the “disconnection
between resources of today’s libraries
and the perceptions held by users”.
Libraries

 Establishes the value of a library service in
relation to other information services
 Demonstrates to people the gains to be had in
continuing to use the library on a regular basis
 Ensures new library services will be well
received and used if they are inter-connected
with the existing brand
 Gives the library the opportunity to redefine
what it is about
Advantages of a strong brand
(Rowley, 1997)

1. Explore and establish the brand identity
of the library along with the customer
expectations and perception.
2. Based upon library customer’s
expectations and perceptions, create a
vision of what the service could be for
customer and what the service could
aspire to achieve.
Developing the Library Brand
• Helsinki Public Library in Finland supply
an e-mail reference service called
information Gas Station (iSG)
• The Public Library portal for
Gateshead in the UK is entitled
‘Iknow Gateshead”

3. Develop a brand strategy that will consider
how to raise the library customer’s value to the
brand based upon aspirations. As part of this
process ensure a unique niche
4. Focus on the niche, making it clear what
makes the library superior to the competition
5. Nurture and maintain the brand to make sure
it stays relevant
Developing the Library Brand

 All libraries have their own brands, whether
they have been explicitly developed or
present implicitly in the way library users
perceive their services.
 If a service is perceived by customers in a
less positive light, the brand needs to adapt
and change so the criticisms are addressed.
If an organization continually monitors the
‘health’ of its brand they will be able to
effectively ensure it evolves.
Conclusion

 Libraries are facing significant changes
and rebranding is synonymous with
the change process.
 Reinvention, repositioning, and
rebranding are all interlinked and are
concerned with moving an existing
service so it has a new position in the
customers’ eyes.
Conclusion

• Walton, G. (2008). Theory, research, practice in library
management 5: branding. Library Management, 29
(8/9), 770-776. Retrieved September 21, 2017 from
www.emeraldinsight.com/0143-5124.htm
• Chai-Lee Goi & Mei-The Goi. (2011). Review on Models
and Reasons of Rebranding. IPEDR, 5, 445-449.
Retrieved September 21, 2017 from
http://www.ipedr.com/vol5/no2/99-H10243.pdf
References

Library branding and rebranding

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