The Synergy of Building up Brand Equity: A Perception of the AIIAS Experience

Abstract

This study dealt with how AIIAS brand identity has developed into a perceived corporate reputation by taking into consideration the critical success factors of its development. Expressing this synergistic interaction mathematically, R = f (B + BC + P); where R = reputation, BC = brand-customers relationship, and P = the management performance of developing the institution’s critical success factors. The study used AIIAS and its stakeholders as the main respondents, who were mostly male foreigners between 30 and 50 years old, who converted into the SDA belief because of their colleagues at work over the last fifteen years. The study used a survey method to address the problem of “how AIIAS’ stakeholders, particularly the students, recognized the main statements of AIIAS corporate brand identity as corporate reputation identity of the institution.” This was the basis of the values of brand equity. The study concluded that the development of critical success factors like educational specialization, systematic strategic planning, and the capability of developing its core competencies in the trilogy of higher education, were mainly perceived as the motivators for the growth of AIIAS brand equity. These critical success factors seemed to be the manifestation of the synergy in AIIAS brand equity values.