An investigation of the branding strategies of the top 20 Indian business schools
by Anju Gulla; Umesh Gulla
International Journal of Management in Education (IJMIE), Vol. 9, No. 1, 2015

Abstract: The paper intends to understand the process of global branding and recommend an approach for global branding for the Indian management institutions. The study has been made by performing a content analysis of the brand name, logo, and symbol and text information in form of faculty, placements, accreditation, and targeted audience. The analysis reveals that the top institutes are investing in brand building through accreditations with local as well as global agencies, student-placements, faculty, and location, and out-reach through off-campuses in other countries. The paper brings out the prevalent and proposed branding practices of these institutes.

Online publication date: Wed, 21-Jan-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Management in Education (IJMIE):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com