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In recent years, branding an educational institution has become
the buzzword in academia, replicating the corporate brand
strategies to build the overall brand. Also, universities/institutions are
focusing more on branding efforts to compete against other players in
the crowded global marketplace. In spite of both
national and international competition, the brand
building process for an institution has to follow a systematic approach
to achieve the overall end results.
This article focuses on the essential components of the
institutional brand building process, which will empower these
institutions with the right marketing and branding systems in order to
showcase their achievements appropriately and thereby remain far ahead of
the competition.
Under the traditional approach, institutions or universities
or schools concentrate more on the external communication media
and tools such as tag line, logo, logo redesign and other kinds of
advertising campaigns.
Under the modern approach, institutions or universities
or schools prefer to adopt the corporate branding principles i.e., both
external and internal communication media and tools to communicate
the core brand value of the institution. |
