Penjenamaan Institusi Pengajian Tinggi: Amalan Penjenamaan di Universiti Sains Malaysia Branding of Institutions of Higher Learning: Branding Practices in Universiti Sains Malaysia

Abstract

There has been an increased focus on the study of branding in particular pertaining to the profit-oriented organizations. However, branding within the non-profit organizations is somewhat under-researched. While, research pertaining to higher education branding exercises have had been discussed by authors such as Chapleo, Temporal, De Chernatony and Kapferer, such exercise has not been documented in Malaysia’s context. Hence, this paper attempts to delineate and ascertain the branding process at USM by looking at the aspects of planning, management and organization strategies and structure that enhanced the performance measurements of USM’s branding.

Terdapat peningkatan fokus pada kajian penjenamaan khususnya yang berkaitan dengan organisasi yang berorientasikan keuntungan. Walau bagaimanapun, penjenamaan dalam organisasi bukan keuntungan agak kurang diteliti. Walaupun, penyelidikan yang berkaitan dengan latihan penjenamaan pendidikan tinggi telah dibincangkan oleh pengarang seperti Chapleo, Temporal, De Chernatony dan Kapferer, latihan tersebut belum didokumentasikan dalam konteks Malaysia. Oleh itu, makalah ini cuba menggambarkan dan memastikan proses penjenamaan di USM dengan melihat aspek perancangan, pengurusan dan strategi organisasi dan struktur yang meningkatkan pengukuran prestasi penjenamaan USM.