BRANDING THE QUANTITY SURVEYING PROFESSION TO MEET THE CHALLENGES OF BUILT ENVIRONMENT BY: J.O.

AJANLEKOKO PRESIDENT, NIGERIAN INSTITUTE OF QUANTITY SURVEYORS (NIQS) ABSTRACT The importance of a profession is measured by its relevance to the society. This relevance is further measured by the capacity of a given profession to add value to societal well being. Quantity Surveying has been defined as the profession, which is concerned with financial probity and achieving values for money in all facets of capital formation. If this definition holds, then Quantity Surveying adds value to societal well being by ensuring a regime of efficient allocation of resources. The current perception of the profession by the society does not recognize the immense capacity of the profession to contribute to national growth and development. The place of the Quantity Surveying as a development profession a kin to Medicine, Law and Engineering is still viewed with little optimism by those who formulate development policies in countries of the world. Some put the blame for this nadir state to the name of the profession itself. Although Construction Cost Management function is recognized in all countries and regions of the world, the profession, which performs this function as a primary responsibility is identified by different names in different countries. As a result, the form and context in which the function is performed varies from country to country. It is identified as Quantity Surveying in commonwealth countries arising from their heritage as former colonies of Great Britain from which modern Quantity Surveying originated. This string underpins the commonality of the modus operandi of the profession in these countries.

It has been discovered that at the root of this identity and societal relevance problem in the poor image and public perception of the profession, as one that adds cost rather than value. But the Quantity Surveyor does not add cost; he indeed adds value, which is what the society desires of any development profession. The profession needs a new image that presents its actual worth to the society in the way it understands it in contemporaneous terms with other development professions. To achieve this goal requires the presentation of the profession as a branded product, which meets all the ingredients of the marketing concept philosophy. We need to tell the outside world who we are and this we should do through the manifestations of our brand. The services, which we offer as a profession, are the components of this brand. The Quantity Surveying product should be repackaged to make it appealing and attractive to the consumer. The paper will therefore attempt to map out strategies that will enhance its marketability and relevance.