UNBRANDING UNILAG.

"You take the factories, the mortar, the machines; just give me the brands"-John Stuart Mills, Quaker Oats Co.

Against all the hues and cries, vehement protests and opposition that greeted the announcement in his May 29 broadcast, President Jonathan has gone ahead to present a bill to the National Assembly seeking to give legal effect to the renaming of the University of Lagos. http://educationmattersng.com/v/index.php?option=com_content&view=article&id=509:agoha-chikaoha-justice&catid=50:news&Itemid=262

In a tactic reminiscent of the failed third term bid of Obasanjo sometime ago in which the tenure elongation clause was craftily sugar-coated with dozens of other supposed amendments to the Gen. Abubakar-midwifed 1999 constitution, Jonathan has now also presented the UNILAG renaming bill along with two other institutions - Federal University of Technology, Yola to Modibbo Adama University of Technology, Yola as well as Federal University of Agriculture, Umudike to Michael Okpara University of Agriculture, Umudike.

We live in a country where anything can be sacrificed for political expediency. The rulers act in ways that suggest either they have not the slightest idea of what government or leadership is all about or else, have not the faintest regard for the ideas and sensibilities of those they claim to govern.

Let it be made clear from the start here that this is not about the personality of the late business mogul and politician, MKO Abiola. In all the fields of endeavour he delved into, from business to politics, he demonstrated great courage and took uncommon risks, culminating in his death in prison while fighting to actualize the June 12 1993 mandate. So, In life and in death, he deserves to be honoured.

But let's put politics aside and look at the issue from the marketing/branding angle.

A university is not just a place for churning out graduates with degrees. It is a 'universe-city'. A mini-world on its own where people go to learn and practice all aspects of human endeavour in a regulated environment, from government to business, health to theatre, education to management.

We live in the 21st century, where it is often claimed that 'image is everything'.

That 'image' comprises the name, history, culture, reputation, vision, mission, values, personality and accomplishments.

in summary, this is what marketers call the 'brand'.

"A brand is the sum of all feelings, thoughts and recognitions – positive and negative – that people in the target audience have about a company, a product or service".
—Steve McNamara.

The most valuable asset of any business is its brand. It’s an intangible asset.

To place it in proper perspective, let's look at the attributes of a brand:

Brand Name: The name is first and foremost. You welcome and accept a baby in the family by giving him a name, and you bring him up teaching him to protect the name. People spend time and money searching, crafting and choosing a name that will be acceptable, especially for a business. The name is what you hear, see and know first and relate with.

You hop into a Benz or Toyota car and zoom off without asking about the engineer who built it. You open a Coke bottle and gulp down the contents without asking who prepared it. why? you've come to know the name.

I tell you, if Toyota changes to Tata or anything else tomorrow, you will think twice before putting your money or riding in one.

The brand name is thus one of the most powerful sources of identity.

Now, write down: UNILAG. MAUL. Which one will you like to send your daughter to?

Brand Uniqueness –

To what degree is your brand onlylinked to the element? When people link multiple brands to an element, brand confusion ensues. Ideally, marketers want to develop brands that are unique in their category.

I got to know first about the UNILAG name change from a comedy program on one of the FM stations on the car radio while returning from a journey. One of the comedians had joked that you can ask an okada man to take you to Moshood Abiola University, and on alighting from the ride, you suddenly find yourself in the campus of Moshood Abiola polytechnic, Abeokuta.

Did the President consider that?

Brand Reputation/history:  Now, look at the brand examples above: why do you act as such in relation to these names? you have probably driven a Benz or Toyota for years without any issues and know several others with the same experience. You have been drinking Coke for years and know millions who have done so without any issues. I tell you, if Coke changes name today(as they did once with New Coke), you will probably ask for a lab safety analysis report before drinking. You can't achieve reputation or history overnight. it takes years, and in most cases, centuries.

Now, again, get two certificates: one UNILAG, the other MAUL: which will you want to present to an employer?

Now, you want to wipe out 50 years of history on the altar of political expediency?

Brand Equity: Simply, this is how much in monetary terms, the brand is worth. it is what you feel people will willingly pay just to have the brand or be associated with it.

"this captures the power of a brand name. Stripped to basics, it allows you to charge a higher price for exactly the same product. Very few companies have this type of power, and if they do, it clearly pays off big time in pricing power"

Now, why do you prefer to pay the highest fees to have your MBA or masters degree from UNILAG? why will you leave the school behind your house and move heaven and earth to get yourself or your ward into UNILAG? that's the price you are willing to pay.

Yes, UNILAG may be no Havard or Oxford. But even a cynical media house like the BBC still referred to it as 'the prestigious school'. It's still one of the best we've got. A brand icon in African education sector.

What Honour?

Our pre-disposition to half-measures and deceit in this country is just sickening.

Is it not an irony for Jonathan to claim he is 'honouring ' Abiola and in the same broadcast, refer to him as the 'presumed' winner of the June 12 1993 election? Yes, the then NEC did not officially announce the result and declare him the winner, but the full result was in the public domain and it was clear to all that he won.

Now, is it not a better 'honour' to officially and formally recognise him as the winner of that election? of course that will also throw up a lot of issues. Is Jonathan willing to accord him the 'honour' of an elected, though 'un-inaugurated' president, with the privileges due him(albeit post-humously) and his family?

These are the real issues, Mr President, and not just mounting another sign-post at Akoka that can easily be taken down by someone else come 2015.