Journal of Entrepreneurship Education (Print ISSN: 1098-8394; Online ISSN: 1528-2651)

Abstract

Exploring Indicators for Branding Higher Educational Institutions in India

Author(s): Monika Bangari, Dhani Shanker Chaubey

Branding and separation is a great deal more unpredictable today than any time in recent memory, particularly in advanced education. The served public determines the value of the education institution brand. Education institutions are trying hard to improve their status and rank. With the large number of communication and digital channels today, a brand strategy for the establishment of institution is more important than ever. Branding of education is gaining momentum with increasing number of educational institutions. This paper mainly seeks to take vital step to find out the indicators of branding higher educational institutions. This was done through qualitative research. This qualitative research paper explores the opinion of 45 interviews with those charged with the duty of university marketing activities by higher educational institution to maximize student’s enrollment and to improve and create the brand value of institutions. Finding identifies that promoting may contribute to a brand, but the brand is bigger than any particular promoting effort. However, before venturing a guess as to precisely how branding may influence trust in a university, it would seem useful to reflect a little on the things for which universities could and should be trusted, ideally speaking.