In an era characterized by fierce competition and ever-increasing challenges, PolyU has reaffirmed its commitment to education and research with the new brand promise "Opening Minds•Shaping the Future".
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We want to keep the PolyU brand fresh, reflecting the positive impact we bring to the world's development through Prof. Timothy W. Tong, President of PolyU |
Educational institutions around the world value opportunities to communicate their philosophies to stakeholders, not only through contributions and achievements but also through the impression they create of themselves. A brand is a distinguishing mark that sets one institution aside from all others, emphasizing its long-term strengths and the promise it holds for the future.
As President of PolyU, Prof. Timothy W. Tong, put it, "we want to keep the PolyU brand fresh, reflecting the positive impact we bring to the world's development through education and research".
In that light, PolyU's Strategic Plan for 2012/13- 2017/18 identified among the University's key goals the need to promote itself "as a unique brand locally and globally". A brand audit followed in 2014, with surveys, interviews, focus group discussions and debates conducted. The objective is to determine the key messages we want our stakeholders to hear.
President Tong said, "the brand audit was instrumental in ascertaining how the University was performing in the eyes of our stakeholders. This exercise also let us re-discover our strengths and potential".
