Universiti Tun Abdul Razak

1. What are the key factors behind the brands success today? I attribute UNIRAZAKs success to many key factors, such as the leadership of our Board of Directors and Board of Governors and the hard work of our staff. From the top-down, we all strive to achieve our universitys vision and mission. Our vision is To become the Leading Institution in providing Quality Education and Human Capital in 'niche' Areas among Emerging Economies, and our mission is To become the Centre of Excellence in fostering Managerial Leadership and Entrepreneurship in the Development of Human Capital through Quality Research, Teaching and Learning, and Professional Services. These have steered us and kept us focused on a common, admirable goal. Amongst private universities, we are privileged to have one of the highest ratios of teaching staff who hold a doctorate degree. This helps to ensure a high quality of teaching, learning and research. We have also been very active in pursuing accreditation and partnerships with various local and global institutions to raise the level of our academic programmes. We are member of 9 academic associations such as Association to Advance Collegiate Schools of Business (AACSB), European Foundation for Management Development (EFMD), Association of Southeast Asian Institutions of Higher Learning (ASAIHL), International Association of Universities (IAU), etc. UNIRAZAK collaborates with over 20 leading universities in the world, e.g. Babson College (USA - ranked #1 in Entrepreneurship for the past 17 years by U.S. News & World Report), University of Melbourne (Australia), Toulouse Business School (France), Australian Graduate School of Entrepreneurship (Australia), and many others. UNIRAZAKs International Advisory Board had been instrumental in giving valuable guidance for us in achieving our goals and missions to date. Essentially I believe that the combination of a pioneering vision, supported by a sound strategy and executed professionally with passion and integrity with the right people and partners, has been vital to our success.

2. What initiatives were taken in the last one to two years to build the brand? Cosmetically, we undertook a rebranding exercise with a new acronym, logo and university tagline. The most crucial step, however, was the decision for us to focus on innovative academic programmes that offer niche content, thereby separating us from our competitors. UNIRAZAK has pioneered many academic programmes,

becoming the first to offer programmes in areas such as Government and Public Policy, Leadership, Entrepreneurship, and our Global Islamic Finance bachelor programme is the first of its kind in Malaysia. They say imitation is the sincerest form of flattery some institutions have followed us and are now offering the same programmes and content. However, we are fortunate to have a head start and also have other new programmes that will be revealed shortly. As mentioned previously, we have been very fortunate to build partnerships with many institutions. Some that we have started working with over the past 2 years include Ministry of Human Resources (Department of Skills Development), PUNB, Amanah Raya Berhad, Chartered Tax Institute of Malaysia (CTIM), Malaysian Association of Tax Accountants (MATA), CPA Australia and others. All of these new partners, in addition to the ones we have made before, have enhanced the content of our academic offerings and positioned us well in pursuit of our vision and mission.

3. Please describe the brands journey. (e.g. high and low points, changes in strategies, re-branding, etc) UNIRAZAK began a journey a few years ago to transform from a hybrid university offering conventional and online programmes to a more niche university offering programmes that are more specialised and exclusive. This shift in strategy is beginning to pay off as we are better enabled to achieve our vision and mission through our new and innovative programme content. A highlight is when, in 2009, UNIRAZAK was picked by the Prime Ministers Department to organise an event called Malaysia Innovation Economy, in which Ministers, Cabinet Members, and Malaysian business leaders were invited to learn how to transform Malaysia into an innovative economy. Along the way we rebranded ourselves, changing our acronym from UNITAR to UNIRAZAK with a new tagline Innovation. Leadership. Entrepreneurship.

4. What is your long-term vision for the brand? UNIRAZAK aims to become the leading institution in providing quality education and human capital in 'niche' areas among emerging economies. By this we mean for our university to offer programmes of a variety and quality that are amongst the best in the region. We intend to deliver on our tagline of Innovation. Leadership. Entrepreneurship. and look forward to continue delivering programmes that are the first and the best of their kind in Malaysia and the region. Later this year the first batch of graduates from our innovative programmes will join the workforce. UNIRAZAK aspires that our brand be enhanced by the quality of our graduates that they all possess UNIRAZAK Graduate Attributes, which are thinking skills, communication skills, learning skills, technology skills, professional skills, entrepreneurial leadership skills with a global perspective, and the ability to |Page 2

apply theory into practice. UNIRAZAK views all our graduates as our brand ambassadors and we look forward to their success.

5. What is your advice to those who aspire to create powerful brands? Ensure that your companys vision is well thought out and articulated, as everything will cascade from there. Support and communicate your vision with the proper plans and strategy, and work hard towards achieving your companys vision. Your brand will grow accordingly as a result of your companys success.

6. What are your thoughts on the Putra Brand Awards? The Putra Brand Awards has an excellent reputation, well deserved due to the fact that the winners are determined by Malaysian consumers. Winning this award is proof that UNIRAZAK is on the right track, and gives an extra edge to the universitys image because the Putra Brand Awards and Malaysian consumers recognise us as a quality and reputable brand. UNIRAZAK now has more motivation to work harder and to continue on our current path.

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