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DynamicLeading Change The next step would be for the Corporate Communication Committee to come up with a Brand Communication Plan. Authority on Technology & Engineering issues.
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In a previous workshop organized to solicit feedback on the Branding of mset (Newsletter issue ), several attributes were proposed to represent the mset Brand. It is imperative for mset especially at this relatively early stage of its formation to address the issue of branding in order to differentiate itself of similar organizations, to be relevant and how the society wants to be represented or perceived. If there is no structured way or conscious efforts made on branding, the consumer or stakeholders will end up with their own perception of the company or organization. Any mismatched or under delivery from what is anticipated will create a bad branding of the company. The marketing collaterals and programmes create a certain perception or anticipated attributes of the products or services offered, or in other words the brand promise but the actual measure is in the real attributes of the product or service, the brand delivery. These are what is called the brand promise and brand delivery. This can only be established when consumers have undergone the experience or are assured of these attributes, characteristics or unique selling propositions. In a sense the brand provides a consumer with the ease of making a decision to buy a particular product or services. As an example in the car industry, the Volvo brand will invoke safety and Ferrari is associated with speed while BMW is considered the ultimate driving machine. Once the brand has been established, which is represented by the logo, it will invoke consumers to associate a particular brand with certain attributes, characteristics of the products or services. These USP provide the basic attributes or characteristics of the Brand. People, as consumer or professionals, have many options to choose from for them to buy products, services or for that matter, organisations they want to affiliate with. It is all about the need to have a Unique Selling Proposition (USP) in order for companies or organisations to survive in the world of tyranny of choices. 1 JAN-MAR 00 st Century Professionals Newsletter For Members Only Malaysian Society for Engineering and Technology -0-WKL th ISSUE JAN - MAR 0 mset ~ THE NEED FOR BRANDING Jack Trout a world renowned marketing guru wrote a book entitled Differentiate or Die.