A Framework for Brand Rejuvenation: Private Universities in Malaysia

Abstract

Objective - University branding becomes critical issue due to increasing number of private universities in Malaysia. Although education efforts in Malaysia has been continuously progress, institutions have difficulties to maintain as a powerful brand in competitive industry. Methodology/Technique - Bringing back a brand that consumers already familiar can save a lot of money. While some of institutions are able to maintain its brand image, some are still struggling even to meet the break even and unable to reposition the brand. While there are past studies and experiences on brand knowledge structures in hand, it is still confusing stage for how one could rebuild the brand image to achieve the intended positioning. Findings - The academic literature is particularly sparse in addressing this, and it is a confusing issue for the practitioners. The research discovers the theoretical foundations that relate to rebranding concepts and most critical factors that contribute to rebuilding the brand image of private institutions in Malaysia. Novelty - The current study seeks to shed light on the challenges of undertaking a rebranding exercise and introduce a framework that caters to the needs of brand managers at higher education institutions in Malaysia. Type of Paper: Review. Keywords: Brand Rejuvenation; Corporate Culture; Consumption Experience; Social Media; IMC. JEL Classification: A10, A30, A39.