University Branding

A recent article in the Times Higher Education discuss about university branding. I shall quickly list the advantages as well as criticisms discussed in the article:

The advantages:
1) Branding is essential for telling the world what a university stands for and values
2) Brands exist wherever there is a competition, they help people to choose
3) Branding provides a consistent point of contact throughout the whole process
4) Brand is the sum total of ideas, emotions and associations attached to a given institution; branding is the effective expression and management of them
5) Branding is about communication

The criticisms:
1) Branding is unethical because it is intrinsically deceptive, either superficial spin or hollow deception
2) Branding is wasteful indulgence, squandering resources better invested in the core business of learning and research
3) Branding is alien to the culture of higher education
4) Branding is merely cosmetic
5) Universities have reputation, and so have no need for brands

Now, take a moment to ponder, "Do Malaysian universities have branding?"

If yes, what are our brands? Are they portraying and communicating the right values about the institution?

If no, should we have one? What sort of branding should be "the ideal" brand for Malaysian universities, both public and private?

This post is also available in The Malaysian Education Debate