Branding Universities Essay

The end of the mid-nineties witnessed the corporatization of macrocosm universities in Malaysia resulting in the habitualation of corporal lit eonture in these universities and the type of constitution Fairclough (1993) refers to as the grocery storeization of donnish discourse. Marketization is necessary in frequent universities delinquent to stiff competition in get outing students among the ordinary universities as comfortably as from the increasing number of private universities. This condition reports how Malaysian universities re- instigant themselves utilize the results of an investigation on incarnate leaflets from these universities.The investigation employs a structural analytic thinking and a textual epitome. Although informative in nature, these somatic leaflets exhibit the utilize of promotional elements in the texts as observen in the contents and the language using up. The communicative junctures of university brochures be viewed to be much promotional than informative. ABSTRACT KEY speech brochures, corporate subtlety, writing style analysis, re- vaneing, universities Introduction Academic institutions, finickyly habitual universities, utilise to be regarded as the superlative degree of educational activity. almost of these universities were reputed for providing the best tertiary teaching method and the mere mention of their light upons lit up the faces of those who had the privilege of learning from these fountains of knowledge and those who aspired to be associated with them. in that location was a cartridge holder when door was by invitation only, oppositewise young men and women were take ton struggling to gain admission into these prestigious institutions. These public universities acquired a promotional nurse (Wernick, 1991) without having to promote or market themselves.In publicise terminal figures, these universities did not go through the treat of branding. Branding is a fundamental st rategic bear upon of effectively merchandising a product or practicefulness which includes creating a brand take a crap and identity, designing Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 58 chat & chat 2(1) the incase and promoting the product or receipts (Rand tout ensemble, 1997). Although Randall (1997) argues that brands (and therefore branding) ar so fundamentally important to the survival and success of legion(predicate) firms (p.2), this was not the case in public universities in the past.This is signifi movetly delinquent to the concomitant that these donnish institutions were cl graveled to be free from other influences as evidenced by Cardinal Newmans view of universities cited by Wernick (1991) as . . . the high protecting power of all knowledge and science, of fact and principle, of inquiry and discovery, of experiment and speculation it maps out the stain of the intellect, and sees that . . . there is neither encroachme nt nor surrender from any side . . .(Cardinal Newman, 1847, cited in Wernick, 1991151) That was the traditional image of public universities, independent of political or kindly influence and this image was not built by publicizing or branding. As centres of academe, public universities were known for their role education establish on the results of their graduates and their performance in the c atomic number 18ers they embarked on upon graduation. As long time passed, more(prenominal) aspire young people would apply for admission in certain universities due to their reputation.This reputation in turn became theimage of the universities which automatically created the promotional value (Wernick, 1991) of these universities, mentioned earlier as the pinnacle of learning. Each university was identified by its pick out or logo and no further promotional strategies were required. By providing tonus education, these universities successfully built a distinct brand personality (Ran dall, 1997 67) for themselves as the success of branding is justified when people argon reminded of a cave inicular brand just by looking at the logo or hearing its brand name.The traditional role of public universities was to manage golf club (Jarvis, 2001) by producing scholars in the various fields of study so that they can go out to make the origi population a better present to live or join the academia to continue producing scholars. However, towards the end of the twentieth century, the role of universities started changing from answer the state in managing society to serving the industry and commerce in ensuring that people are employable (Jarvis, 2001).This is partly due to the demands of the contemporary knowledge-based society (Veitch, 1999) where con adders dumbfound be screw more wise(p) and watch started demanding for better education and repaird quality of disembodied biography. Changes started taking indicate in public universities in the West as early a s the 1980s where the governments were forced to abolish donnish tenure and decrease support for these universities.This was when many traditional universities started transforming into corporate universities (Jarvis, 2001) where they be in possession of to assume a more corporate form and function more resembling a passel. From universe the centre of academe, universities ca-ca become business-like entities (Connell and Galasinski, 1998). In Malaysia, a number of public universities have recently been corporatized, a move taken by the Malaysian government in its effort to inculcate better and more high-octane management of these institutions.As corporate grow (Treadwell and Treadwell, 2000) is a new culture in all these universities, nearly of them Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding academic institutions with corporate advert have rate up corporate communications departments (Hajibah Osman, 2005) to insure cor porate matters. Among the functions of these departments are managing corporate tuition and publication and intercommunicate a positive image of the universities which are part of corporate advertisement.Corporate advertising Business corporations use corporate advertising to enhance the image of the intact arranging, or of the general brand in order to influence social values or to establish a connection between the corporation/brand and an already established positive value and in this era of identity, a lot of emphasis has been put on the importance of brand and corporate identities (Richards et al. , 2000). Unlike business organizations, universities are non-profit institutions.Public universities are viewed to use corporate advertising to enhance the strong foundation and to highlight the quality of these institutions of higher education. While it is common for business corporations to publish informative or promotional writings from time to time to inform the public rou gh new developments in the organization (monthly or yearly reports) or to familiarize new products or serve (product launch leaflets), the use of promotional writings in academic institutions is a recent development.Malaysian public universities have started producing informative literature in the form of university brochures and surplus booklets in coincidence with certain celebrations in the universities as well as promotional literature in the form of leaflets providing brief information on academic programmes offered by the universities or introducing new programmes (Hajibah Osman, 2005). By employing new strategies to market their traditional image, from the advertising positioning, these universities are re-branding their products and overhauls.Re-branding is the move of marketing an existing product or supporter of one brand with a different identity involving radical changes to the brand name, logo, image, marketing strategy and advertising themes (Wikipedia, 2006) . In the advertising industry, re-branding is often referred to as re-positioning, that is, re-positioning a product or religious service in order to improve sales. Although there was no actual initial branding taking key in universities, being non-profit making institutions, the term re-branding is employ in this member to illustrate the change in the image of these universities particularly since the late twentieth century.Significantly, this change has been effected without compromising the traditional characteristics and values of these institutions as the pinnacle of higher learning. The process of re-branding is aimed at improving the image of the universities by focus on the facilities and highlighting the quality of the academic programmes. This article attempts to investigate the process of re-branding in public universities in Malaysia by conducting a music genre analysis on university brochures, one type of print materials published by the institutions that fight co rporate advertising.Analysing genres can lead to a thick description (Bhatia, 1993) Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 59 60 Discourse & Communication 2(1) of the texts contained in these genres, explaining wherefore certain texts have been constructed the way they are. The specific objective of this article is to divulge and converse the strategies used in the re-branding process based on the structural organization of university brochures and the communicative functions of this type of brochure.Previous investigations of advertising genres mostly think on straightsell advertisements of products or services. Bruthiaux (2000), for instance, investigated how advertisers make use of a limited shoes available to them to create successful advertising copies by examining the syntactical features in an undisclosed number of display and classified advertisements. His results show that the degree of syntactic elaboration varies substantially all the same when content of equal simplicity/complexness or familiarity to refs is being presented.This variety appears to correlate with perceptions of stance on the move of both writers and readers (p. 298) and the glib-tongued elements lie in the vacuous displays of linguistic sophistication designed to create a largely artificial sense of exclusiveness among status-conscious readers (p. 369). Investigations have also been conducted on the language of advertising in Asia, for instance, Tej Bhatias (2000) investigation of language of advertising in Rural India and Henry and Roseberrys (1998) investigation of the linguistic features in tourist information brochures from Brunei.Thus far, there have been very few linguistic analyses conducted on the genre of corporate advertising. Therefore, the genre selected for analysis in this article is brochure, specifically corporate brochure from academic institutions. A brochure is a printed document of six or more pages, used to int roduce an organization, published only once and distri scarcelyed to special publics for a single purpose (Newsom and carrell, 2001).The discourse companionship of Public dealings (PR) specifies five characteristics of brochures, three of which are related to the present article evermore having a singular message disputation having a purpose to bear or to inform and educate and attracting and holding the attention of the audience. Brochure genre makes an kindle study because, first, this genre is viewed as a blurred genre (a term borrowed from Scollon et al. , 1999) in that the term brochure has been used to refer to other forms of publications including booklet, flyer, leaflet and pamphlet (Newsom and Carrell, 2001).Second, a brochure is a genre of persuasive discourse shaping the thoughts, feelings and lives of the public (Dyer, 1993) placing it nether the field of advertising. However, according to Newsom and Carrell (2001), brochures are produced by PR practitioners rath er than advertising practitioners. This is probably due to the fact that PR, among other things, incorporates looking after the reputation of an organization with the aim of earning understanding and support, and influencing opinion and behaviour (Beard, 2001 7).The question of ownership arises placing brochures in an even more blurred state as the communicative functions of brochures have been set by the discourse community to which the genre belongs. In the context of this article, brochures are categorize as a corporate genre (basically PR) involving the principles of corporate writing (Treadwell Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding academic institutions with corporate advertising and Treadwell, 2000). Brochures are quickly available, particularly in print version, and are easily accessible electronically.Finally, brochure genre expects to be investigated because brochure format is one of the most frequently used infor mation formats in advertising and PR exclusively is ironically the least written- astir(predicate) (Bivins and Ryan, 1991). Corporate genre in academic institutions This article establishes that any publications from universities, particularly those produced by the Corporate or Public relations Office, are referred to as corporate genre. Corporate brochures are usually categorized as informative brochures (Richards et al. , 2000) providing all the necessary information about the organizations they represent.There are certain corporate elements present to qualify them as corporate brochures, scarce mostly these brochures are informative. However, an analysis of corporate brochures from multinational corporations by Askehave and Swales (2001) prove that these brochures also function to promote the organization. This is evident in the heading of promotional elements selected as syntactic choices in these brochures. Corporate brochures also function to establish long-lasting trading relationships which are in fact overriding in todays industrial market.Hajibah Osman (2005) also notes that corporate brochures from academic institutions are promotional in nature with the use of promotional strategies unconnected from corporate and informative strategies. Another corporate genre in academic institutions, the university prospectus, started changing in form in the 1990s (Fairclough, 1993) where apart from providing information on the core business of the university, that is, the academic programmes, the prospectus has also include information on other aspects of the universities.Based on a vituperative discourse analysis of prospectuses from a number of British universities, Fairclough notes that these universities started promoting their programmes because they have come increasingly under (mostly governments) pressure to operate like other types of businesses competing to sell their products to consumers. The university prospectus has become a genre of consumer advertising colonising headmaster and public service orders of discourse on a massive scale, generating many new hybrid partly promotional genres (Fairclough, 1993 139).Academic institutions in Malaysia have also published promotional leaflets (Hajibah Osman, 2005) to advertise their academic programmes and these are circulated to potential difference students particularly before a new academic year begins. These leaflets are no longer the plain, boring information sheets but colourful and interesting ones. This article concurs with Askehave and Swales (2001) that corporate brochures function as promotional brochures more than projecting the corporate image and providing information.Thus, the investigation in this article attempts to identify and discuss the strategies that realize the promotional functions in this type of brochure as part of the re-branding process in public universities. Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 61 62 Discour se & Communication 2(1) Methodology In 2005, there were 11 public universities in Malaysia (currently, there are 20). Brochures were obtained from the 11 universities and were initially analysed to identify the practicable structural organization.Based on the organization, the communicative functions of these brochures were determined. The 11 public universities include in this investigation are planetary Islamic University Malaysia (IIUM/UIA) Universiti Teknologi MARA (UiTM) Universiti Kebangsaan Malaysia (UKM) Universiti Malaysia Sabah (UMS) Universiti Malaysia Sarawak (UNIMAS) Universiti Putra Malaysia (UPM) Universiti Perguruan sultan Idris (UPSI) Universiti Sains Malaysia (USM) Universiti Teknologi Malaysia (UTM) Universiti Utara Malaysia (UUM) University of Malaya (UM).A textual analysis was conducted to examine the strategies used in the rebranding process. The strategies in the context of this article are tactical choices (Bhatia, 1993) which are cognitive processes ill- used by the writer to make writing more effective holding in mind any special reader requirements, considerations arising from the use of speciality or constraints imposed by organizational and other factors (p. 20).The strategies used by universities in re-branding the institutions are discussed within the framework of the sociolinguistic theory which considers writing as part of the overall activities of a group and organization (Gunnarsson, 1997 140) and in relation to the corporate culture (Hagberg and Heifetz, 2000) practised by the universities. As a genre is a typical form of utterances, it should be studied in its social contexts of use (Berkenkotter and Huckin, 1993).Sociolinguistics does not only describe linguistic variation and the social context in which such a variation occurs, but also shows how linguistic differentiation reflects social structure (Coupland, 2001). The sociolinguistic perspective in this article considers the existence of factors underpinning the c onstruction of university brochures and the concept of promotional culture (Wernick, 1991). Re-branding academic institutions It has been established that university brochures form part of the corporate advertising strategies in Malaysian universities which in turn are part of the rebranding process in these traditional institutions.The structural organization in these brochures consists of 10 sections identified as moves (Table 1). Some of the moves are exemplified with extracts from the university brochures in Figure 1 (see Appendix). In identifying the moves, the term service is used to refer to the educational services and the support services offered by the universities. All the brochures from the 11 universities include Moves I, C, L, D, J and S, indicating that these six moves are obligatory. Ninety-one part of the brochures include Moves A, T and E, while 81 percent include Move V, making them optional moves.The 10 moves have been used to realize three communicative functio ns of the university brochures which are To inform the public about the academic programmes offered in the university and the facilities and other services available to support the academic programmes Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding academic institutions with corporate advertising To portray a corporate image of the university and To promote the university as an academic institution based on the quality and the variety of academic programmes offered as well as the facilities available.These communicative functions of university brochures correspond with the general functions of brochures (Newsom and Carrell, 2001) set by the discourse community of PR. Re-branding strategies The 10 sections in university brochures have been identified as moves and these moves are cognize with the use of strategies, and for the purpose of discussion in this article, re-branding strategies. The article discusses how the strategies cont ribute to the re-branding process and what their communicative functions are.NAME AND LOGO The first move in university brochures is called identifying the service which presents the name and the logo of the university. Although the brochures are in English language, the names of the universities are in Malay, the national language of Malaysia except 2 universities, International Islamic University Malaysia and University of Malaya. The names of the public universities were officially changed to Malay when the national language was do the medium of instruction in the mid-1970s.In the case of IIUM, however, the acronym by which it is normally referred to by Malaysians is the Malay version, UIA. Similarly, University of Malaya is now popularly known as Universiti Malaya (UM). Interestingly, alumni up to the early 1980s still refer to this oldest university in the country as MU (Malaya University). TA B L E 1. Structural organization of university brochures share Move identificatio n Name of the university University slogan or motto mental imagery/ missionary station statement Profile or range of the university Location and sizing of the universityAcademic programmes offered at the university Facilities available to support the academic programmes Entry requirements, fees aerated and duration of the programmes Career opportunities and recognition received by the university Contact addresses and telephony numbers Identifying the service (I) Attracting reader attention (A) Targeting the market (T) Establishing credentials (C) location the service (L) Describing the service (D) Justifying the service (J) Indicating the value of service (V) Endorsing the value of service (E) Soliciting response (S)Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 63 64 Discourse & Communication 2(1) In the past, universities were identified by their blooms but now these crests have been mostly referred to as countersign. Although it cannot be asc ertained when the change exactly took place, this is the first re-branding strategy. However, this is not an obvious re-branding element because some of the established traditional universities in the world still use the term crest, for pattern, Oxford University (http//www. ox. ac. uk/web/crest.shtml).As far as Malaysian universities are concerned, both terms are similar and a recent survey of the university websites shows that most of the public universities in Malaysia refer to the crest as the logo while two universities (UKM and USM) refer to them as emblems. Most of the websites also provide the rationale for the design of the logo (e. g. UiTM, UPM). Whether used as crest, logo or emblem, interestingly, there are two common tropes find the shape of a shield (six universities) and a round shape (five universities) (Figure 2, see Appendix).The shape of USMs emblem differs significantly from other logos in that it resembles a state emblem. This qualifies for the use of the ter m emblem (a heraldic plait or symbolic object as a distinctive label of a nation, organization or family Oxford Dictionary and Thesaurus, 2001) by the university. Although the current shape of UPSIs logo is round, it once had the shape of a shield (Figure 3, see Appendix). Compared with the logos of established universities which include traditional designs representing the academe, the current logos of Malaysian public universities include elements of modern designs.In fact, some of these logos have gone through some kind of evolution as in the case of UiTM, UPM and UPSI. UPM evolved from a training school to a college to a university shootion on agriculture. Later, the university started including more discip roues and the name was changed from Universiti Pertanian Malaysia (Malaysia University of Agriculture) to Universiti Putra Malaysia (Putra University of Malaysia) in 1997, taking after the name of the first prime minister at the same time safekeeping the same acronym. UPS I and UiTM underwent almost similar evolution from a centre to a college to an institute and finally to a university.Throughout the evolution, the logos have also gone through many changes where the concept incorporated in the logos mainly represents the focus of the university. While UPSIs logo changed in shape but not in concept, UiTMs and UPMs logos underwent a total facelift (Figure 3, see Appendix). This is probably due to the fact that UPSIs focus of training teachers remains throughout. MOTTO AND SLOGAN A motto is a short sentence or phrase that expresses a rule for sensible behaviour, especially a way of behaving in a particular situation (Collins Cobuild Dictionary, 2001).Most of the university logos have the motto chip at on them as the motto represents the culture or the way of life in the university. Once again, all the mottos of the public universities are in Malay. The more established universities still retain this culture inscribed in the logo as seen in UMs motto ( translated as) Knowledge, the Source of Development, UPSIs Knowledge, the Beacon of Pure Character, UTMs By the Name of idol for Mankind and UUMs Scholarship, Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009Osman Re-branding academic institutions with corporate advertising Virtue, Service. UPSI keeps the same motto inscribed on the logo throughout its evolution but UiTM left out its motto of 39 years from its new logo. The newly established universities (UMS and UNIMAS) do not have a motto inscribed in their logos.While a motto is a traditional feature of a public university, having a slogan is a new phenomenon. A slogan is a distinctive catchphrase that serves as a motto for a promotion campaign (Wells et al., 2003) used to sum up a theme for the benefit of the product or the service in order to deliver a message in a few words which are easily remembered.There are two types of slogans (Russell and Lane, 1990) hard-sell slogans are strongly competitive , epitomizing the special significant features of the product or service being advertised. Institutional slogans establish a prestigious image for companies which they need in order to enhance their products or services. Slogans in university brochures fall under the category of institutional slogans.Again, it cannot be ascertained when universities started creating slogans but there is a strong probability that they started at the same time when Malaysian public universities were undergoing corporatization in the late 20th century. Slogans started appearing on brochures and prospectuses of these public universities. The use of slogans has been viewed as a significant re-branding strategy as slogans represent the most promotional element in advertising. The purpose of having a slogan is to attract the readers attention and to let it linger on the readers mind.According to Russell and Lane (1990), the memorability of slogans can be enhanced by making use of literary techniques. These techniques consist of certain types of words including face use of strong powerful words, and startling or unexpected phrases commensurateness use of a repeated structure of a sentence or phrase Rhyme, rhythm, alliteration use of repeated sounds Aptness use of appropriate, direct words (Russell and Lane, 1990). Slogans in university brochures have been created based on good advertising principles as they have been observed to make use of the literary techniques, for example recklessness Garden of Knowledge and Virtue (IIUM) correspondence The National University with an International Reach (UKM) tendency Your Inspiration parallelism Contemporary and Forward spirit (UNIMAS) boldness Towards a World-Class University (UPM) boldness Towards Excellence and Supremacy (UPSI) lustiness is exemplified with words such as virtue, world-class and supremacy where the universities are bold enough to associate themselves with such high tallness. Traditionally, public universi ties are centres of academe which do not portray an image of flaunting.Slogans using parallelism aim for jingle-like sounds so that readers can remember them easily while aptness acts like punchlines, strong and effective to be easily remembered. The bottom line is that a slogan is an Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 65 66 Discourse & Communication 2(1) advertising concept and a marketing tool. The fact that public universities as nonprofit making academic institutions use slogans place them in a different light. They are currently functioning more like business entities.MISSION STATEMENT This move is identified as targeting the market based on the communicative functions of the mission statements. A mission statement provides information about what type of organization it is and what it does (Falsey, 1989) at the same time highlighting the positive factors in the organization. Stating the mission of the university is viewed as one of the two crucial strategies (the other being using slogans) in re-branding academic institutions as this move never appeared in academic genres before.This move has placed public universities in the same league as other successful corporations. Mission statements of public universities in Malaysia are observed to provide information as to what and how they can contribute to the public in terms of tertiary education as highlighted (underlined) in the following examples (10) To become a distinguished university, draw a bead on to promote academic excellence in higher education and professed(prenominal) training necessary for the countrys socio-economic development (UiTM).(11) To be a premier university seeking excellence in the advancement of knowledge to befitting the aspirations of the nation (UM) (12) To become an exemplary university of internationally acknowledged stature and as a scholarly institution of preference and choice for students and academics through the following of ex cellence in teaching, research and scholarship (UNIMAS) (13) To lead in the development of creative human resource and technology in line with the aspirations of the nation (UTM).The words distinguished, premier, and exemplary are used to underline the quality of the universities. Other words like excellence, advancement and stature as well as to lead are all bold words of promise by the universities. PROFILE OF THE UNIVERSITY This section is identified as the move to establish the credentials of the university as it provides information on the background and/or the current status of the university.The background information includes the date of boldness and the reason for the establishment while information on the current status of the university usually includes the achievements of the university in terms of academic programmes and physical development as well as the quality of the programmes offered. This move is supposed to be informational but there are a number of instances where the brochures provide the information on the current status of the university using promotional words and phrases. For example (14) UNIMAS is an ISO-certified university . . .Its undergraduate programmes have been designed to suit the needs of society and industry. Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding academic institutions with corporate advertising An ISO certification for an organization confirms the quality of that organization and it is now a common practice among public universities to obtain such certification to convince the public about the quality of the university, particularly the academic programmes on offer. Universities with ISO certification usually highlight it in their brochures as a strategy to promote the institutions.Other instances of promotional words can be observed in the following examples (15) The university is the catalyst for regional yield in the northern region of Peninsula Malaysia (UUM) (16) From these humble beginnings, UM grew hand-in-hand with the young nation to become the inwardness for producing graduates of the highest quality and calibre. The word catalyst denotes the importance of the university in the regional harvest-time of the northern region of the country, without which there would not have been much growth in that region, thus promoting the significance of the university.Similarly, the word nucleus conveys the significance of UM to the growing nation. Another instance is when a university states the commitment of the university to the public or the nation. UPM boldly states its commitment to become a worldclass university to convince the public to come and cypher in this university. (17) Named Universiti Putra Malaysia in honour of the pioneering Prime Minister of Malaysia, . . . has adopted this pioneering spirit and is committed to become the world class Univers.