Laureate keeps on building a global brand

Doug Becker, the CEO and Chairman of Laureate, has done a masterful job of inventing a truly global university.  He and his excellent team have built a very visible, positive global brand for Laureate, one that depends on more than their many campuses spread around the world.  He has understood the importance to his brand of working with international public agencies such as the World Bank, and having a visible presence at international meetings on higher education.  

This photo captures perfectly one of Becker's more recent steps in global brand building.  At the December 3, 2008 the Clinton Global Initiative Asia Meeting, Becker announced an international scholarship initiative for deserving teachers around the world to enable them to get an advanced degree in  education, business, or information technology. Laureate will award 1,000 scholarships in this program, which is named in honor of Richard W. Riley, former U.S. Secretary of Education during the Clinton Administration.  The scholarships will be to attend institutions in the Laureate International Universities network.  Because the network has universities in 20 countries, this program likely will both be widely visible internationally, and have local impact in areas where the awardees teach. Of course, because the network is so large and well developed, the marginal cost to Laureate of these scholarships will be small. Other competitors -all smaller- would have difficulty in getting such a beneficial impact/cost from a similar brand-building effort.  Another example showing that size matters, and Becker and his team are working hard to capture first-mover advantage in the field of global higher education .

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Doug Becker, the CEO and Chairman of Laureate, has done a masterful job of inventing a truly global university. He and his excellent team have built a very visible, positive global brand for Laureate, one that depends on more than their many campuses spread around the world.