Branding With IP As A School Of Thought Case Studies - Learning from local companies Lorna Whiston Schools "IP is the core of our business. Our teachers are constantly developing new programmes and we have to protect this IP,” said Mrs Lorna Whiston, Chairman and Joint Managing Director of Lorna Whiston Schools (LWS). “The Lorna Whiston name reflects our approach and the methods that we use. We have made a conscious effort to associate the brand with the company, with what we do and how we work, rather than with myself personally. There will come a time when I am no longer active in the company, so it is important that the brand’s image is not dependent upon my involvement.” As a Singapore-based education services company, LWS provides interactive learning programmes for children. LWS has carefully managed its intellectual property (IP), using it to expand the business into new education areas and beyond Singapore’s shores. “In 1980 I started the first Lorna Whiston Study Centre to improve the English language of Singaporean students,” explained Mrs Whiston. “Over the years, the demand for quality English language programmes has grown and so has our company:we now have five English language centres in Singapore, together with a Speech and Drama Centre and our very own Pre-School. Furthermore we have an English Language Centre in Kuala Lumpur.” The Value of the LWS BrandThe company’s growth has been strongly driven by the success of the LWS brand. LWS states that parents and students are attracted to the company’s courses because they associate it with quality teaching. Its strong branding has allowed the company to move away from teaching only English, and branch into new education and geographical areas. This approach has enabled LWS to tap into new revenue streams and new growth opportunities. Recognising the linkages between reputation and branding, LWS has taken steps to protect its brand. The company registered both its name and logo as trade marks in Singapore, as well as in several countries in the region. Protecting LWS’ IP in this manner may help safeguard its future opportunities in the region. Protecting its RightsIn order to maintain its reputation as an innovative and forward-looking education company, LWS regularly updates its syllabus to ensure that its education programmes are dynamic, relevant and effective. Lesson plans, course materials, teaching methods, curricula and other original written resources are the company’s critical IP assets. These are developed by LWS staff and automatically protected by copyright laws.
“We continually revise and update our syllabus to keep abreast of new guidelines set down by the Ministry of Education. This ensures that our programmes are fresh and exciting,” said Mrs Whiston. She went on to note, “The quality of an education provider is heavily reliant on the quality of its staff, perhaps more so in education than in other service industries.”
Appreciating IPUnderstanding the key role their employees play in creating the company’s IP assets, LWS has taken steps to educate them on IP matters. This allows them to appreciate the critical role they play in the company’s IP creation process, as well as to better understand Singapore’s IP legislation. The company has also taken steps to protect its IP, which is constantly being developed by its teachers. For example, employment contracts clarify IP ownership issues, which will help to protect LWS’ proprietary materials, should a competitor hire an ex-staff member.
Through recognising the importance of IP, LWS has taken the opportunity to manage its intellectual assets for progress and advancement. The company has prudently taken the necessary steps to protect its portfolio of IP and more importantly, it has learnt to fully use its IP to grow the business and succeed in today’s competitive environment.