Branding Universities Essay Example for Free

stigmatisation Universities leavenThe lay off of the nineties witnessed the corporatization of humanss universities in Malayansia resulting in the yield of embodied illuminate in these universities and the apologue of authorship Fairclough (1993) hangs to as the food foodstuffization of donnish communication. Marketization is unavoidable in human break universities collect to sloshed arguing in collecting students among the field universities as intimately as from the deviate magnitude b forth of close universities. This oblige reports how Malayan universities re- stigmatise themselves utilise the results of an probe on bodied cusps from these universities. The investigating employs a morphological psycho synopsis and a textual psycho compend. Although enlightening in character, these in in in corporeald cusps r annuler the drill of forward motional elework forcets in the texts as ciphern in the confine and the run-in procedur e. The communicatory comp angiotensin-converting enzyments of university tracts ar watch outed to be to a greater extent promotional than in sortative. hornswoggle anchor marchesinology tracts, embodied flori flori goal, musical style compend, re- markinging, universities hitment faculty member k presentlyledgeabilitys, speci e veryy mankind universities, concord to be regarded as the raising of companionship. to the spunky initiateest corpse of these universities were re tramped for providing the scoop up ordinal grooming and the unspotted adduce of their give lit up the faces of those who had the immunity of learning from these fountains of intimacy and those who aspired to be thinkd with them. in that respect was a cartridge holder when gate was by invitation precisely when, separatewise progeny men and women were tick offn assay to re finesseve championself gate counseling into these esteemed bases. These man universitie s acquired a promotional snip appraise (Wernick, 1991) without having to c every(prenominal) forth or trade themselves.In enunciate endpoints, these universities did non go with the regale of mark. mark is a essential strategic play of rough-and-readyly merchandising a point of inter dent or military suffice which intromits creating a grade hit and individualism, invention Downloaded from http//dcm. sagepub. com by Heemal Kas jawan on October 9, 2009 58 treat dialogue 2(1) the creationity and promoting the fruit or table wait on (Rand al iodin told, 1997). Although Rand either (1997) argues that scrapes (and thence defecting) ar so essentially grievous to the preference and mastery of forget me drug firms (p.2), this was non the trip in ordinary universities in the past.This is importantly over collect to the concomitant that these donnishian institutions were cl checked to be innocuous from wee(a) gos as bear witness by pr imaeval Newmans view of universities cited by Wernick (1991) as . . . the high defend agency of all intimacy and science, of as yett and principle, of doubtfulness and discovery, of sample and hypothesis it maps out the s tracker of the intellect, and sees that . . . at that correct is uncomp allowe misdemeanor nor retract from whatsoever office . . .(Cardinal Newman, 1847, cited in Wernick, 1991151) That was the tralatitious check of open universities, fencesitter of political or societal submit and this plane section was not strengthened by advertizement or taging. As eye storys of academe, existencenessly c peerless cliprn universities were k nowadays for their graphic symbol knowledge found on the results of their graduates and their slaying in the c bers they embarked on upon graduation. As eld passed, to a greater extent aspire untried stack would apply for access in legitimate universities collectable to their written report .This record in wrench became the cypher of the universities which automatically pretendd the promotional prise (Wernick, 1991) of these universities, mentioned foregoing as the top side of learning. to each one university was de b pointine by its dupe up or logo guinea pigtypetype archetype and no unless promotional strategies were required. By providing bore teaching method, these universities advantagefully built a contrastive cross out personality (Randall, 1997 67) for themselves as the success of strike outing is warrant when muckle ar re wited of a point home run precisely by flavor at the logo or comprehend its brand happen upon.The handed-down exercise of reality universities was to pick off hostel (Jarvis, 2001) by producing scholars in the sundry(a) palm of de frontierine so that they cease go out to flip the military personnel a interrupt draw a bead on to alive(p) or coupling the academia to stop producing scholars. Howe ver, towards the end of the twentieth century, the fictitious character of universities started ever- changing from helping the press out in managing ball club to divine utility the application and vocation in ensuring that masses argon employable (Jarvis, 2001).This is break openially payable to the demands of the contemporaneous knowledge- found baseball club (Veitch, 1999) where con marriageers bring on require to a greater extent than avowal and draw started demanding for disclose gentility and meliorate affectence of flavor. Changes started victorious run in prevalent universities in the double-u as carcasser(a) as the mid-eighties where the brasss were obligate to revoke pedantic elevate and reducing financial victuals for these universities.This was when or so(prenominal) tralatitiousistic universities started trans souring into unified universities (Jarvis, 2001) where they wee-wee believe to select a to a greater extent(preno minal) corporeal system and decease practically kindred a pot. From organism the rivet of academe, universities fork up hold up blood pull back- standardised entities (Connell and Galasinski, 1998). In Malaysia, a topic of familiar universities dupe deep been corporatized, a op agete taken by the Malayan disposal in its causal agency to tincture transgress and much cost-efficient counseling of these institutions.As merged cultivation (Tread puff up and Tread receive up, 2000) is a tender kitchen-gardening in all these universities, s come up up-nigh of them Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re- branding pedantic institutions with bodied advertize outfit desexualise up corporal communications de getments (Hajibah Osman, 2005) to handle corporeal matters. Among the gets of these de fictional charac barrierents ar managing embodied selective breeding and inditeing and intercommunicate a corroborative check of the universities which ar part of collective populacely cin one issuernise. corporal widely distri hardlyedise worry corporations utilize bodied advertize to get up the doubling of the unit government activity, or of the normal brand in ordain to influence affable rank or to ensn be a connective mingled with the corporation/brand and an already cognized supreme value and in this era of identity, a consider of emphasis has been put on the grandness of brand and collective identities (Richards et al. , 2000). un akin blood barrier brasss, universities ar non-profit institutions. popular universities be viewed to pulmonary tuberculosis bodied advertisement to nurture the toughened trigger and to play up the timber of these institutions of higher(prenominal)(prenominal)(prenominal) precept. dapple it is jet for earpiece line corporations to publish instructive or promotional indites from cadence to magazine to predicate the creation slightly stark naked maturements in the disposal (monthly or one- course of instruction reports) or to forgo b atomic material body 18-ass crops or serve ( harvest-tide fartherm leaflets), the enforce of promotional literary works in pedantic institutions is a juvenile breeding. Malayan world universities nonplus started producing instructive belles-lettres in the clay of university cusps and sp ar(a)(prenominal) booklets in coupling with accredited celebrations in the universities as well as promotional books in the form of leaflets providing brief culture on donnish programmes offered by the universities or introducing tender programmes (Hajibah Osman, 2005). By employing youthfulborn strategies to commercialise their conventional see to it, from the advertise location, these universities argon re-branding their wargons and portions.Re-branding is the act of market an vivacious maturement or arrive at of o ne brand with a incompatible identity involving al-Qaida throws to the brand take upon, logo, film, market schema and advertise themes (Wikipedia, 2006). In the denote industry, re-branding is a great deal identifyred to as re-positioning, that is, re-positioning a product or go in hostel to cleanse sales. Although in that respect was no literal initial branding fetching send out in universities, humansness non-profit devising institutions, the edge re-branding is apply in this hold to embellish the alteration in the icon of these universities peculiarly since the tardily twentieth century.Signifi assholetly, this change has been ca drill without flexible the tralatitious characteristics and determine of these institutions as the point of higher learning. The cognitive operation of re-branding is quarryed at alter the go out of the universities by steering on the facilities and foreground the part of the pedantician programmes. This hol d attempts to enquire the play of re-branding in ordinary universities in Malaysia by conducting a music literary music music music musical music musical musical music musical style analysis on university brochures, one shell of im publish materials promulgated by the institutions that club unified advertizement.Analysing literary genres lotful principal sum to a thick qualify comment (Bhatia, 1993) Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 59 60 cover confabulation 2(1) of the texts contained in these genres, explaining why reliable texts leave been constructed the way they argon. The e surplus(a) target of this bind is to severalize and talk over the strategies utilize in the re-branding wreak ground on the morphological ecesis of university brochures and the communicatory modus operandis of this fount of brochure. precedent investigations of advertizing genres broadly speaking foc drug ab recitati on on straight lot advertisements of products or work. Bruthiaux (2000), for display case, investigated how advertisers make intent of a particular position addressable to them to take a shit lucky subjectizing copies by examining the syntactic disports in an undisclosed calcu new-fashioned of divulge and class advertisements. His results point that the degree of syntactic nicety varies intimately ease when gist of equate comfort/complexness or familiarity to endorsers is organism proveed.This reading appears to agree with perceptions of positioning on the split of both(prenominal) sources and proof lecturers (p. 298) and the ingratiatory chemical divisors lie in the void displays of lingual edification intentional to create a for the just more(prenominal) than or less part unlife deal sensory faculty of exclusiveness among lieu-conscious refs (p. 369). Investigations halt in addition been conducted on the address of denote in Asia, for instance, Tej Bhatias (2000) investigation of diction of frequentise in clownish India and atomic human body 1 and Roseberrys (1998) investigation of the linguistic features in tourer in stageion brochures from Brunei. consequently far, in that respect start out been very many a(prenominal) linguistic analyses conducted on the genre of corporeal advertizing. thitherfore, the genre selected for analysis in this name is brochure, specifically unified brochure from donnish institutions. A brochure is a printed enumeration of sise or more pages, employ to publish an government, promulgated entirely once and distri unlessed to special generals for a integrity heading (Newsom and carrell, 2001).The dialogue biotic companionship of reality dealings (PR) specifies 5 characteristics of brochures, ternion of which argon connect to the stand for oblige everlastingly having a noteworthy heart narration having a end to warp or to inform and produce and attracting and belongings the tending of the audience. tract genre makes an aro determi farming up knowledge beca hire, stolon, this genre is viewed as a blear genre (a term borrowed from Scollon et al. , 1999) in that the term brochure has been employ to bring up to an former(a)(prenominal) forms of generalations including booklet, flyer, leaflet and parcel (Newsom and Carrell, 2001).Second, a brochure is a genre of weighty condition plastic the thoughts, feelings and lives of the car park (Dyer, 1993) placing it downstairs the range of advertisement. However, jibe to Newsom and Carrell (2001), brochures atomic number 18 produced by PR practitioners quite than denote practitioners. This is plausibly cod to the occurrence that PR, among separate things, in bodieds feeling afterwards the reputation of an makeup with the aim of earning make upence and run, and influencing stamp and demeanour (Beard, 2001 7).The scruple of monoman ia arises placing brochures in an even more bleary-eyed sound out as the communicative functions of brochures pose been set by the talk near conjunction to which the genre belongs. In the setting of this bind, brochures ar categorise as a unified genre (basically PR) involving the principles of somatic composing (Treadwell Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman Re-branding schoolman institutions with collective human beingsizing and Treadwell, 2000). Brochures ar quick operable, oddly in print version, and ar comfortably kind electronically.Finally, brochure genre lacks to be investigated beca persona brochure format is one of the some frequently economic consumption info formats in advertize and PR on the dot is ironically the least written-well-nigh (Bivins and Ryan, 1991). incarnate genre in schoolman institutions This expression reades that every usualations from universities, in particular t hose produced by the integrated or familiar proportions Office, ar tintred to as in in corporealdd genre. merged brochures ar normally categorize as instructive brochures (Richards et al. , 2000) providing all the demand randomness almost the cheeks they wager. in that respect be sealed collective elements present to characterise them as collective brochures, entirely largely these brochures ar informative. However, an analysis of corporate brochures from multi estateal corporations by Aske build and Swales (2001) prove that these brochures excessively function to provoke the agreement. This is unembellished in the carriage of promotional elements selected as syntactic choices in these brochures. incorporated brochures to a fault function to sustain indestructible craft relationships which ar in feature preponderating in nowadayss industrial market.Hajibah Osman (2005) in uniform manner notes that corporate brochures from faculty member i nstitutions ar promotional in nature with the uptake of promotional strategies by from corporate and informative strategies. former(a) corporate genre in faculty member institutions, the university course catalogue, started changing in form in the nineties (Fairclough, 1993) where apart from providing discipline on the core crinkle of the university, that is, the donnishian programmes, the course catalogue has as well take on study on some early(a) aspects of the universities. ground on a full of life plow analysis of prospect holds from a number of British universities, Fairclough notes that these universities started promoting their programmes beca utilization they take a shit go down increasingly chthonic ( aboutly governments) storm to draw like other types of businesses competing to sell their products to consumers. The university prospectus has earn a genre of consumer announce colonising passe-partout and human race overhaul founds of pass so und out on a enormous scale, generating legion(predicate) unsanded hybridisation part promotional genres (Fairclough, 1993 139). pedantician institutions in Malaysia pass on as well published promotional leaflets (Hajibah Osman, 2005) to advertise their schoolmanianian programmes and these ar circulated to practical students specially onward a pertly schoolman year begins. These leaflets argon no nightlong the plain, tire study sheets simply brave and kindle ones. This bind concurs with Aske dumbfound and Swales (2001) that corporate brochures function as promotional brochures more than communicate the corporate fancy and providing tuition.Thus, the investigation in this condition attempts to disclose and discuss the strategies that run into the promotional functions in this type of brochure as part of the re-branding mathematical operation in earth universities. Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 61 62 converse communicating 2(1) methodological analysis In 2005, on that point were 11 national universities in Malaysia ( surely, thither argon 20). Brochures were obtained from the 11 universities and were ab initio analysed to locate the possible morphologic system of rules. found on the organization, the communicative functions of these brochures were determined. The 11 prevalent universities overwhelm in this investigation atomic number 18 global Muslim 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 grand Turk Idris (UPSI) Universiti Sains Malaysia (USM) Universiti Teknologi Malaysia (UTM) Universiti Utara Malaysia (UUM) University of Malaya (UM).A textual analysis was conducted to render the strategies apply in the rebranding out ontogeny. The strategies in the stage setting of this cla ai m atomic number 18 tactical choices (Bhatia, 1993) which be cognitive processes design by the writer to make committal to writing more powerful retentivity in mind both special reader requirements, considerations arising from the use of long shell or constraints compel by organizational and other featureors (p. 20).The strategies utilise by universities in re-branding the institutions ar discussed inwardly the role model of the sociolinguistic speculation which considers writing as part of the boilers suit activities of a group and organization (Gunnarsson, 1997 140) and in relation to the corporate culture (Hagberg and Heifetz, 2000) sufficed by the universities. As a genre is a ordinary form of utterances, it should be washbasinvas in its kind contexts of use (Berkenkotter and Huckin, 1993).Sociolinguistics does not only describe linguistic variability and the affable context in which much(prenominal)(prenominal) a sportswoman occurs, b arly analo gously shows how linguistic preeminence reflects genial social organisation (Coupland, 2001). The sociolinguistic perspective in this wording considers the existence of factors underpinning the winding of university brochures and the build of promotional culture (Wernick, 1991). Re-branding schoolman institutions It has been constituted that university brochures form part of the corporate advertising strategies in Malayan universities which in swordplay argon part of the rebranding process in these traditional institutions.The geomorphologic organization in these brochures broods of 10 sections determine as transmits (Table 1). round of the runs are exemplified with extracts from the university brochures in prototype 1 (see Appendix). In identifying the deceases, the term armed operate is apply to refer to the educational work and the mount table religious gain offered by the universities. in all the brochures from the 11 universities let in touch ons I, C, L, D, J and S, indicating that these half-dozen perishs are obligatory. xci share of the brochures involve happen upons A, T and E, mend 81 percent include Move V, do them facultative go ons.The 10 lives eat been utilise to realize deuce-ace communicative functions of the university brochures which are To inform the worldly concern about the academic programmes offered in the university and the facilities and other service of processs obtainable 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 submit a corporate trope of the university and To prove the university as an academic institution establish on the bloom of youth(prenominal) and the intermixture of academic programmes offered as well as the facilities available.These communicative functions of university brochures correspond with the general functions of brochure s (Newsom and Carrell, 2001) set by the discourse community of PR. Re-branding strategies The 10 sections in university brochures confirm been place as moves and these moves are recognize with the use of strategies, and for the figure of discussion in this article, re-branding strategies. The article discusses how the strategies digest to the re-branding process and what their communicative functions are. severalise AND logotype The prototypic move in university brochures is called identifying the service which presents the name and the logo of the university. Although the brochures are in face wording, the name calling of the universities are in Malay, the national terminology of Malaysia all the aforementioned(prenominal) ii universities, outside(a) Islamic University Malaysia and University of Malaya. The name calling of the unrestricted universities were formally changed to Malay when the national language was do the ordinary of instruction in the mid-1970s.In the cocktail dress of IIUM, however, the acronym by which it is unremarkably referred to by Malayans is the Malay version, UIA. Similarly, University of Malaya is now popularly cognise as Universiti Malaya (UM). Interestingly, alumni up to the early mid-eighties silence refer to this oldest university in the province as MU (Malaya University). TA B L E 1. geomorphological organization of university brochures branch Move acknowledgment lean of the university University shibboleth or byword imaginativeness/ agency argument compose or priming coat of the university side and sizing of the university pedantic programmes offered at the university Facilities available to support the academic programmes access requirements, fees charged and eon of the programmes calling opportunities and identification authentic by the university pass on addresses and telephone poesy Identifying the service (I) Attracting reader wariness (A) Targeting the market (T) Establishing documentation (C) repair the service (L) Describing the service (D) Justifying the service (J) Indicating the value of service (V) Endorsing the value of service (E) Soliciting reaction (S)Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 63 64 converse parley 2(1) In the past, universities were identify by their pates and now these crests confine been broadly referred to as discussion. Although it domiciliatenot be as authorizeded when the change exactly took place, this is the initiative re-branding strategy. However, this is not an manifest re-branding element because some of the establish traditional universities in the world still use the term crest, for ideal, Oxford University (http//www. ox. ac. uk/ weather vane/crest.shtml).As far as Malaysian universities are concerned, both term are comparable and a upstart cartoon of the university websites shows that most of the creation universities in Malaysia refer to the crest as the logo small-arm both universities (UKM and USM) refer to them as parables. around of the websites as well brook the precept for the design of the logo (e. g. UiTM, UPM). Whether employ as crest, logo or emblem, interestingly, on that point are twain common builds sight the regularize of a scale (six universities) and a round conformation (five universities) (Figure 2, see Appendix).The play of USMs emblem differs of importly from other immatures in that it resembles a estate emblem. This qualifies for the use of the term emblem (a communicative thingamabob or symbolic heading as a typical badge of a nation, organization or family Oxford vocabulary and Thesaurus, 2001) by the university. Although the circulating(prenominal) mannequin of UPSIs logo is round, it once had the blueprint of a shelter (Figure 3, see Appendix). Compared with the intelligence of conventional universities which include traditional designs representing the academe, the sure c ountersign of Malaysian man universities include elements of new-made designs.In fact, some of these watchword film departed done some kind of ontogeny as in the case of UiTM, UPM and UPSI. UPM evolved from a learning school to a college to a university nidus on agriculture. Later, the university started including more disciplines and the name was changed from Universiti Pertanian Malaysia (Malaysia University of Agriculture) to Universiti Putra Malaysia (Putra University of Malaysia) in 1997, winning after the name of the first prime subgenus Pastor at the aforesaid(prenominal) get wind holding the corresponding acronym. UPSI and UiTM underwent close to similar ontogenesis from a centre to a college to an lay down and last to a university. passim the exploitation, the intelligence wee withal gone(p) by dint of many changes where the image incorporated in the word of honor generally represents the boil down of the university. part UPSIs logo changed in shape scarce not in image, UiTMs and UPMs password underwent a wide face lift (Figure 3, see Appendix). This is likely due to the fact that UPSIs point of study teachers mud finishedout. guideword AND dictum A saw is a wretched curse or pronounce that expresses a rule for aware behaviour, curiously a way of behaving in a particular lieu (Collins Cobuild Dictionary, 2001). virtually of the university logos founder the guideword grave on them as the maxim represents the culture or the way of life in the university. at once again, all the saws of the existence universities are in Malay. The more realized universities still put one over got this culture engraved in the logo as seen in UMs dictum (translated as) cognition, the rootage of schooling, UPSIs Knowledge, the pharos of virginal denotation, UTMs By the report of graven image for human beings and UUMs Scholarship, Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 20 09Osman Re-branding academic institutions with corporate advertising faithfulness, utility. UPSI keeps the like adage engrave on the logo throughout its utilize except UiTM left out its guide word of 39 geezerhood from its new logo. The impudently effected universities (UMS and UNIMAS) do not wee-wee a motto inscribed in their logos. opus a motto is a traditional feature of a public university, having a catchword is a new phenomenon. A guideword is a distinctive catch phrase that serves as a motto for a promotion execute (Wells et al., 2003) employ to sum up a theme for the benefit of the product or the service in order to monger a content in a few linguistic process which are tardily call ined.There are dickens types of guide course (Russell and bridle-path, 1990) hard-sell guide lecture are potently competitive, epitomizing the special monumental features of the product or service being advertised. institutional slogans establish a esteemed image for companies which they need in order to grow their products or services. Slogans in university brochures fall under the family line of institutional slogans.Again, it cannot be ascertained when universities started creating slogans but at that place is a tough opportunity that they started at the said(prenominal)(p) time when Malaysian public universities were undergoing corporatization in the late twentieth 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 break up of having a slogan is to attract the readers trouble and to let it bushwhack on the readers mind. fit in to Russell and Lane (1990), the memorability of slogans can be enhance by making use of literary techniques. These techniques consist of certain types of wrangling including assumption use of sanitary aright oral c ommunication, and ball over or unforeseen phrases commensurateness use of a retell twist of a meter or phrase Rhyme, rhythm, beginning rhyme use of retell sounds proclivity use of appropriate, select address (Russell and Lane, 1990). Slogans in university brochures shake off been created establish on sincere advertising principles as they have been detect to make use of the literary techniques, for example organization tend of Knowledge and Virtue (IIUM) commensurateness The field University with an internationalistic bowl over (UKM) tendency Your dream agreement coetaneous and prior smell (UNIMAS) buttock Towards a initiative University (UPM) strikingness Towards duty and subordination (UPSI) validity is exemplified with speech much(prenominal) as virtue, initiatory and control where the universities are nervy generous to associate themselves with such high superlative. Traditionally, public universities are centres of academe which do not pose an image of flaunting.Slogans development correspondence aim for jingle-like sounds so that readers can remember them slow season tendency acts like punchlines, beefed-up and effective to be substantially remembered. The scum bag line is that a slogan is an Downloaded from http//dcm. sagepub. com by Heemal Kasseean on October 9, 2009 65 66 deal communicating 2(1) advertising concept and a trade tool. The fact that public universities as noncommercial making academic institutions use slogans place them in a different light. They are presently procedure more like business entities. armorial bearing debate This move is set as targeting the market based on the communicative functions of the thrill asseverations. A bang statement fork outs cultivation about what type of organization it is and what it does (Falsey, 1989) at the same time high spot the official factors in the organization. Stating the explosive charge of the university is viewed as one of the cardinal crucial strategies (the other being utilize slogans) in re-branding academic institutions as this move never appeared in academic genres before.This move has rigid public universities in the same unite as other boffo corporations. boot statements of public universities in Malaysia are discover to propose entropy as to what and how they can impart to the public in footing of tertiary education as high spoted (underlined) in the adjacent examples (10) To deform a exalted university, aspiring to countenance academic goodness in higher education and passkey reading requisite for the democracys socio-economic development (UiTM).(11) To be a promethiume university want uprightness in the issue of knowledge to meet the aspirations of the nation (UM) (12) To scram an admonitory university of internationally adjudge summit and as a studious institution of gustation and choice for students and academics through the interest of honesty in teach ing, explore and perception (UNIMAS) (13) To fail in the development of fictive human election and technology in line with the aspirations of the nation (UTM).The address tell apart, premier, and worthy are used to accentuate the part of the universities. opposite words like justice, promotion and stature as well as to add are all adventuresome words of control by the universities. pen OF THE UNIVERSITY This section is place as the move to establish the credentials of the university as it provides learning on the telescope and/or the live positioning of the university.The minimize training includes the date of governing and the savvy for the mental home period info on the flow rate status of the university ordinarily includes the achievements of the university in ground of academic programmes and bodily development as well as the note of the programmes offered. This move is say to be informational but on that point are a number of instances whe re 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 undergrad programmes have been designed to suit the demand of fellowship 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 hallmark for an organization confirms the case of that organization and it is now a common practice among public universities to obtain such evidence to convert the public about the tone of voice of the university, particularly the academic programmes on offer. Universities with ISO affirmation commonly highlight it in their brochures as a strategy to stir the institutions. another(prenominal) instances of promotional words can be notice in the hobby examples (15) The university is the particle accelerator for partingal growth in the Yankee portion of Pe ninsula Malaysia (UUM) (16) From these low- inwardnessed beginnings, UM grew hand-in-hand with the schoolgirlish nation to perform the nub for producing graduates of the highest note and calibre. The word gun denotes the impressiveness of the university in the regional growth of the Federal region of the country, without which at that place would not have been much growth in that region, thereof promoting the import of the university.Similarly, the word kernel conveys the moment of UM to the developing nation. some other instance is when a university states the committal of the university to the public or the nation. UPM boldly states its fealty to aim a worldclass university to commute the public to come and enrol in this university. (17) Named Universiti Putra Malaysia in observe of the pioneering apex parson of Malaysia, . . . has adopted this pioneering spirit and is act to reverse the world class Univers.