The role of corporate identity in the Malaysian higher education sector

Organizations need corporate identity for survival. This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization. This paper attempts to identify corporate identity in Malaysia’s higher education sector from its prospective clients (among students from matriculation colleges in Malaysia). Specifically, this research tests and verifies the Corporate Identity Model instrument developed by Melewar and Jenkins (2000). The Corporate Identity Model consists of five components: Corporate Culture, Behavior, Communication and Visual Identity, Market Conditions and firm, product and services. To verify this model, factor analysis was conducted. Outcome and consequences of the findings were discussed and elaborated