educarnival 2016 at iit delhi - presentation by himanshu manglik

eduExcellenceBranding for Schools

Delhi : 9th December 2016Himanshu Manglik

Legacy Brands in Schools• Doon School ?• Scindia School ? • Mayo ? • DPS ?• Springdale ?• Sanawar ?• Lovedale ?

Didn’t get built on their own !But they had a head-start … And Today ... Society is changing

Global Survey: What Indian Parents Want For Their Children

• Fulfill their potential 17%• Earn enough to enjoy a comfortable life 22%• Be Healthy 33%• Be Happy 49%• Be successful in their careers 51%

Does this hold true for your Target Parents ?

The Market for education is Cluttered

The Market

• Competitive• Commercial • Few strong brands• Perceived value commands premium

Is Your Brand Strong ?A strong brand means :• They know what to expect• They are able to differentiate you from your

competitor

Are You a School of Choice ?

The 1st Step

Knowing that You cannot be all things to all people

Questions You Need to Ask

• What are you ? How do people perceive you ?

• What does your customer want you to be ?

• Do you know what you want to be ?

• What’s your positioning ? Do people see value ?

• How are you communicating that value ?

Essence of a Brand

Purpose

Originality

Sincerity

Customer Centricity

Clarity

Consistency

Building Blocks

Purpose/Mission

Your underlying mission. Why your school exists in the first place.

Building Blocks

Brand Position Statement

A statement about how you want to be perceived. How you want people to feel, think and talk about your school.

Building Blocks

Value Proposition

The unique value your school is offering. What makes you different.

Building Blocks

Brand Attributes

Attributes that reflect your school's belief system and brand personality. This is important since it informs the impression you want people to have about you.

Choice is Built In The Mind

The Brand Influences the Choice

360 degrees branding

Visual Identity/ Uniform & Logo

Students’ experience

Alumini Involvement

Word of mouth

Achievements – Academic &

Extra-curricular

Parental Experience

Interactive website

Electronic Newsletter

Print Media / Out of Home

Be An USTAAD

UnderstandAspirations

& AreaDynamics

ConsistencyIs important

Building Brands the Nestlé Way

Knowing your

Consumers Deeply

Inspire with Brand Vision and Essence

Delight with Product

Experience

Innovate Bigger

Bolder Better

Create Engaging

Brand Experiences