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

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