Monday, June 15, 2009

The Branding of Universities

At the invitation of Paul Chan, I am attending a 2-day workshop (June 15 & 16) on “The Branding of Universities” at Holiday Inn Glenmarie, KL. The speaker is Philip Zerrillo of Kellogg Graduate School of Management; the organizer is AKEPT (Higher Education Leadership Academy) and it is organized under the auspices of the Ministry of Higher Education Malaysia. I certainly believe this is an interesting workshop because we are discussing “university branding”, which to me, at least, is a rather uncommon topic – but it is nonetheless very relevant given the growing recognition that Malaysia is trying to build a larger, more flexible tertiary education sector, more responsive to its rapidly growing and changing economic requirements – and ultimately capable of even exporting services to its neighbors (e.g. HELP already has a formidable presence in Vietnam). And why not? K Steele had this to say: “Higher Education is the most complex, expensive intangible most people will ever purchase, and the purchase decision is therefore powerfully influenced by brand reputation”. So, it is timely that we "learn" about branding universities.
Learning is one thing, applying what we hav elearnt is another.

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