The importance of brand equity to University College Sabah Foundation (UCSF) / Mohd Syuwari Abduh

The purpose of this research is to study on the importance of brand equity to University
College Sabah Foundation (UCSF). Branding is considered as the most crucial element to
develop sustainable strategies agreed among universities and colleges. However, because
of the uncommon nature of the service, the result is more likely to become adverse. The
objective of this research is to identify the importance of brand equity to University
College Sabah Foundation and also come out with the suggestions and recommendations
for University College Sabah Foundation in order to develop sustainable strategies. This
research was done by distributing 291 questionnaires that were distributed manually and
using electronic method in selected area which is within the internal organization of
University College Sabah Foundation. Findings showed three areas of their greatest
concerns which are brand awareness, brand association and perceived quality. Further,
this paper highlighted the things that are necessary and needed improvement.