The term "Centre of Excellence" is increasingly used by Ontario's colleges with the expectation of portraying a superior level of proficiency, expertise, or investment in a particular academic discipline or program cluster. This paper proposes that the term Centre of Excellence should have a clearer definition so that when one of Ontario's colleges uses it, the reader will have a better sense of its meaning by initiating a discussion as to how this definition might be framed from a measurement perspective. Creating a Centre of Excellence in a college in Ontario can be an important method of enhancing reputation since it differentiates a college from other colleges and universities in its catchment area. As such, it is an important strategic asset. The purpose of this paper is to broaden the discussion about the casual and possible over trivialization of the use of the term "Centre of Excellence" by forwarding measures and categories of measures that will help determine whether such a condition has developed or is emerging.