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Intellectual Discourse on Positioning And Branding

Taking place at Level 3, Mini Auditorium (Y4), Kompleks Yayasan Pahang,Corporate Communication & Internationalization Affairs Department has organized an Intellectual Discourse (ID) entitled University Positioning & Branding. The ID was presented by the Vice Chancellor of University College of Yayasan Pahang (UCYP), YH Prof. Emeritus Dato’ Dr. Ahmad Bin Hj Zainuddin. The objective of the talk is to enlighten the audience on the importance of positioning and branding on a University. The participants involved are head of departments, academician, members of Student Representative Council (SRC) and Faculty of Creative Art, Heritage and Tourism students.

The audience is exposed to theories such as the Blue Ocean and the Red Ocean Strategies. The metaphor of the red and blue oceans describes the market universe. Red Ocean represents all the industries today which are seen as trying to outperform their rivals. In contrast, the Blue Ocean is the unknown market. Demands are created rather than fought over.

As a professional in Arts, advices and stories are shared by the speaker. “There are no limits to education”, said YH Prof Emeritus Dato’ Dr. Ahmad Bin Hj. Zainuddin during his talk. He believes that putting limits to education is as if creating borders to students’ imaginations. Graduates from universities should have a cross-cultural minds, a tech savvy, being a strong team member, being a job creator who is and able to access, analyze, process and communicate. These thoughts are expressed in one part of his speech – “Innovation drives changes and thus; require people to keep competing”.

Later that afternoon, Corporate Communication Workshop began with a briefing from the Director of Corporate Communication & International Affairs, Puan Suhaila Binti Hj. Mukhtar. The aim of the workshop is to discuss on branding and positioning elements for the institution’s media – electronic and non-electronic media, social media, corporate videos and website. Apart from that, it is also to finalize a concept of design that is suitable for UCYP’s present image.

The proposed revised logo is also brought to discussion in the workshop. Later, the next slot continued with presentations from the corporate executives, followed by feedbacks from the Vice Chancellor and the workshop members. It is hoped that, such workshop could create the integration of thoughts across departments and to better position UCYP in the future.

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