Rebranding for Excellence

Rebranding is the process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, usually in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand upmarket.

Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a corporate restructuring. According to Sinclair (1999:13), “Brands, it seems, alongside ownership of copyright and trademarks, computer software and specialist know-how, are now at the heart of the intangible value investors place on companies.” As such, companies in the 21st century may find it necessary to relook their brand in terms of its relevancy to consumers and the changing marketplace. Successful rebranding projects can yield a brand better off than before.

The world of higher education is changing forever. A greater proportion of self-funding, the anticipated raising or removal of the fees cap, the fight for international students, increased student expectations and the maturing of 'new' universities, means that there ought to be some restructuring and changes in the administration of a university.

The end of the 1990s witnessed the corporatization of public universities in Malaysia which Fairclough (1993) refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. The administration of universities needs responsible leaders who are capable in performing the tasks given to them and being able to achieve it efficiently.

Date : 1st - 3rd July, 2009
Venue : Persada Johor
Course : Rebranding the University Towards Excellence

Modules : Paradigm Shift, Knowing Your Real Self, The Dynamics of Leadership, The X Factors, Smart Leadership, Communication in Leadership, Leaders As Motivators, Self Transformation, Formula to Sustain Changes and Realisation of Self Transformation.

Speaker : Dato' Dr. Hj. Fadzilah Kamsah from Excel Training & Consultancy (M) Sdn. Bhd.

Participants : Vice Chancellor, Deputy Vice Chancellors, Deans, Deputy Deans, Registrar, Deputy Registrars, Directors, Head Librarian etc.