A Conceptual Paper : Enhancing Brand Equity in Malaysian TVET - A Case Study of Selayang Community College

Abstract

Malaysia’s Technical and Vocational Education and Training (TVET) sector is becoming increasingly dynamic and competitive, making it essential for Malaysian TVET institutions to strengthen their brand equity. Although TVET plays a vital role in national development and workforce readiness, the industry continues to grapple with issues such as societal stigma and fragmentation among providers. This concept paper introduces a framework based on three core dimensions—brand awareness, perceived quality, and brand associations/image—to examine brand equity in Malaysian TVET. Selayang Community College, a TVET program provider, has been chosen as the case study. A quantitative survey will be conducted among both prospective and current students to gauge their perceptions of the college. The study seeks to evaluate the current state of brand equity at Selayang Community College, pinpoint key drivers and gaps, and formulate evidence-based strategies for improvement. The results are expected to provide valuable guidance on how TVET institutions can enhance brand awareness, perceived quality, and brand associations/image to better attract students. Ultimately, this research will contribute to reinforcing the competitive position of Selayang Community College and supporting Malaysia’s overarching TVET objectives.