Reader Response: Branding Survey - Survey delivers mixed message

SOME people reading your feature on local brands may have been as surprised as I was, to see the University of Western Australia within a list of ‘underachieving brands’, particularly after what has been possibly our most outstanding period in almost 100 years since establishment. If, as it appears, this ranking is derived from those directly involved in the industry (advertising and marketing professionals), then it may well be open to question, since in our relatively small state market the brands they are ranking include those they are paid as consultants to support, or those that they would like to have as clients. At this university we consider our positional strategies based on a broad range of information, including some notable independent and well-credentialled groups. These include the Institute of Higher Education (Shanghai Jiao Tong University in China), the Times Higher Education Supplement (UK) and the Melbourne Institute of Applied Social and Economic Research (Melbourne University). The rankings from these organisations include components of reputation and brand. I am confident that The University of Western Australia’s position in these rankings will have continued to improve when the annual results from several sources are made public later this year. My confidence is based on a number of notable achievements. •A Nobel Prize to Professor Barry Marshall and his colleague, Emeritus Professor Robin Warren. •The ‘Australian life scientist of the year’ award to Professor Harvey Millar. •A third prestigious federation fellowship (Professor Mark Randolph). •Four WA premier’s research fellows in mathematical geophysics and computational geodynamics, plant molecular biology and physics. •An ARC centre of excellence for plant energy biology. •Three WA centres of excellence – Data Linkage Australia, the Nanoscale Characterisation Centre and the Centre for Child Health Research. •Premier’s award for excellence (Centre for Aboriginal Medical and Dental Health). •Two finalists in the institutional categories of the Australian Awards for Teaching; •Accolades for our graduates, winning two (out of eight) General Sir John Monash Awards offered nationally, two Rhodes Scholarships, and the Cornforth Medal for the most outstanding PhD thesis in a branch of chemistry, chemical science or chemical technology. •Consistently high growth in the UWA operating budget (estimated this year to be around $560 million. •Awards of ‘national employer of choice for women’ (from the federal government) and ‘elite athlete friendly university’ (from the Australian Institute of Sport). Alan Robson - vice-chancellor, UWA.