BRAND-BUILDING PROCESS FOR SCHOOLS TODAY

NATURE, RELEVANCE AND TECHNIQUES

HARVINDER BATRA

Meaning and Need for Branding in Education

Nature of Branding

Brand Building Process

Practices of few branded schools

Meaning and Relevance of Branding

• Creation of a name, symbol or logo

• Summing of attributes (institution’s name,

history, reputation and environment) to create

impression

• Differentiating oneself for competitive edge

• More than just a popularity exercise

Nature of BrandingThe Delicate Balance Involved

• Clearly defined value set

• Building relationships

• Responsibility

• Differentiation

Commercialisation versus Nobility

Brand Building Process Steps and Evaluation

• Sketching enrolment behavior• SWOT Analysis• Understanding the environment• Indentifying assisting factors• Delivering the promised• Evaluating achievement

Always deliver what you promise

Lessons LearntExperiences of few branded Schools

• Staying connected with Alumni• News reports and/or use of Media• Good, interactive website and Presence on

Social Media• Exchange Programs• Good guest faculty• Hosting and participation in inter-school events• Good academia and co-curricular

“All branding efforts should be backed by honest delivery in terms of student development which shall in turn boost the branding efforts being undertaken.”

Conclusion