The Health and Exercise Science Department

MARKET REPOSITIONING ELABORATIVE

September 30, 2015

Page 1

VISION

The vision is the highest calling of the Health and Exercise Science Department brand. Much
more than a mission statement, it defines the aspirations of the department. The vision becomes
essentially the reason for the brand to exist and it should inspire all those involved with it to
believe in and deliver on the promise. It is specific enough to help define the role that Health and
Exercise Science plays in the OU experience, but broad enough to connect the department with
the students to foster an inspiring learning environment. The brand vision is brief because it is the
internal motivation needed to ensure success for the department.

The Brand Vision:

Improving health and quality of life through higher education and

innovative research.

BRAND PERSONALITY

Brands often behave like humans. So we assign human characteristics and personality traits to
the brand to bring it to life and make it three-dimensional. It is important to remember that these
characteristics are those of the brand, not of the target audience. This human characteristic
should represent The Health and Exercise Science Department, not only in the face it presents to
the public but at every point of contact with its constituency. It should serve as internal motivation
as well.

The Brand Personality:

Dynamic and Interactive Scholar

Page 2
BRAND AFFILIATION

The decisions we make regarding the brands we choose are often influenced by whether or not
we want to be seen as associated with that brand and the users of that brand. It is essential that
our constituency view The Health and Exercise Science Department as a brand with which they
can identify and affiliate, admire and aspire to emulate. Brand affiliation describes the positive
user imagery that will attract our target audience to the brand while neutralizing any negative
imagery that might dissuade them.
The Brand Affiliation:

Experience cutting-edge personal and professional development in

the preventive sciences of Health Promotion and Exercise
Physiology.

This statement not only strengthens the message of the vision and personality, but it gives
ownership of the mission to constituents; its a call to action to support the Health and Exercise
Science Department.

BRAND POSITIONING STATEMENT:

This is the narrative iteration of the brand affiliation. The position statement is the frame of
reference in which The Health and Exercise Science Department will want their constituency to
view them. It is a collection of the sentiments and elements expressed in the vision, personality
and affiliation statements. Those who will be drawn to affiliate with the department brand through
its vision and personality will be influenced by the passion and commitment to students, the
University and the general public.

The Brand Positioning Statement:

The Health and Exercise Science Center is a research-driven

department that provides a versatile foundation for professional
opportunities.

Page 3

Brand Vision

Improving health and quality of life through higher education and

innovative research.
Brand Personality

Dynamic and Interactive Scholar

Brand Affiliation

Experience cutting-edge personal and professional development

in the preventive sciences of Health Promotion and Exercise
Physiology.
Brand Positioning

The Health and Exercise Science Center is a research-driven

department that provides a versatile foundation for professional
opportunities.