Branding strategies of management institutes a study in national capital region

Abstract

Branding as a competitive strategy has gained prominence in the marketing of higher education. Increased competition among prestigious national and international institutes and universities has resulted in an energetic search for uniquely identifiable features. In particular, the management institutions of NCR endeavour to establish and preserve their reputation and status within the region. Consequently, management institutes are required to understand the perception, expectations and behavioral response of the students and other stakeholders. The present study seeks to explore the branding strategies that were deemed to facilitate the development of the brand image of b-schools. Survey method was adopted for research and questionnaires were prepared for data collection. Three major domains were analyzed including academic attributes, services and facilities, and positioning of the institute that require the attention of the business schools. The analysis identified 14 factors that can influence the perception of students in the selection of their prospective b-schools. It has explored important features of brand positioning of management institutes. The responses reveal the actual expectations of the individuals from the branded institutes. The comparative study of the opinions has brought out the significance that expectations of members in these groups differ from branded institutes. Four tools are created to meet the gap of expectations of students and faculty and administrative staff from institutions. The investigation also determines the impact of branding strategies of NCR institutions on students on the basis of their demographic profile. The analysis seeks to evaluate whether maintaining interpersonal relationship with stakeholders of management institutes would be able to progressively contribute to the branding process of management education industry or not. The study helps in consolidating its major findings. An effort has also been made to observe the policy-implications of the finding