Project Overview
The project aims to mitigate significant administrative overhead, legal vulnerabilities, and missed revenue opportunities stemming from fragmented brand management. By centralizing authority, streamlining processes for internal stakeholders, and clarifying ownership rights, UC Berkeley can achieve consistent brand representation, improved operational efficiency, enhanced intellectual property protection, and optimized strategic leverage of its valuable brand assets. This initiative directly supports the Chancellor's decision to consolidate groups, ensuring a unified and effectively managed brand identity that maximizes institutional recognition and financial potential.
Project Details
Project Charter (Expand)
Problem Statement
Currently, UC Berkeley lacks a centralized, comprehensive, and widely adopted framework for the consistent management, strategic use, and robust enforcement of its branding, trademarks, and licensing agreements. This fragmentation manifests as inconsistent brand representation and operational processes (e.g., between Athletics and BCBP), necessitating a realignment of ownership rights. Furthermore, internal stakeholders face inefficient and cumbersome processes when seeking to use or gain approval for brand assets, hindering the compliant and efficient application of the UC Berkeley brand.
Objectives
- Centralize and Standardize Brand Management: Establish a unified framework for managing, using, and enforcing UC Berkeley's branding, trademarks, and licensing.
- Realign Ownership and Processes: Clarify and restructure ownership rights and streamline brand approval processes, particularly between Athletics and Berkeley Public Affairs.
- Enhance Internal Service & Compliance: Improve the efficiency and ease with which internal stakeholders can access and utilize brand assets, ensuring consistent and compliant application.
- Strengthen Brand Authority: Ensure the Chancellor's clear authority over brand and usage delegations, supported by robust campus policies.
- Plan and implement for Organizational Change: Integrate the consolidation of Athletics and BP branding under Aileen's team, led by a new Head of Marketing/Communications
Success Metrics
TBD
Project Leaders
Sponsor: Rich Lyons (Exec Sponsor), Aileen Zerrudo
Project Manager: Nick Endsley
Project Team Members:
- Aileen Zerrudo (Functional Lead and Sponsor)
- Priya Sarran-Persad (Change Manager)
- TBD Project Team Members: Business Services/BCBP, Athletics, Public Affairs, HR Support, Budget/Finance
- Other TBD
