The brand unifies our identity and core values . It becomes an element of association and aids awareness building , and perception of who we are , what we stand for , and what we offer .

Brand recognition and perception are what influence the choices our audiences make . We need to continue to grow and maintain our brand recognition and perception to our prospective student audiences both at home and internationally , as well as our business community and partners .

The consistency of our brand identity is therefore critical ; likewise , the misuse of the brand will dilute and dampen people ’ s recognition , perception and confidence in it .