Penjenamaan Institusi Pengajian Tinggi: Amalan Penjenamaan di Universiti Sains Malaysia

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