Title: An investigation of the branding strategies of the top 20 Indian business schools

Authors: Anju Gulla; Umesh Gulla

Addresses: IILM Institute for Higher Education, Lodhi Institutional Area, Lodhi Road, New Delhi, 110003, India ' Bridge School of Management, Gurgaon, Haryana, 122001, India

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.

Keywords: global branding; business schools; management education; MBAs; accreditation; academic faculty; student placements; ranking; India; branding strategies; marketing; higher education; tertiary education; management schools; content analysis; brand names; logos; symbols; text; targeted audiences; brand building; global agencies; local agencies; location; international out-reach; management in education; educational management.

DOI: 10.1504/IJMIE.2015.066347

International Journal of Management in Education, 2015 Vol.9 No.1, pp.14 - 30

Published online: 21 Jan 2015 *

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