Author(s): Anurag Singh Chauhan
Branding serves as a critical process for effectively communicating the attributes, features, and benefits of products and services to prospective consumers. In the context of K-12 schools, particularly in developing countries, branding is inherently unique, encompassing both tangible and intangible dimensions. The factors influencing school branding and the criteria parents use to make school-choice decisions are multifaceted. This study examines the hierarchical relationships and interdependencies among these factors from the perspective of school leaders. Through a series of Focus Group Discussions (FGDs), this research identifies key parameters that contribute to school branding, drawing on existing literature to substantiate these findings. Using Total Interpretive Structural Modelling (TISM), a hierarchical model is developed to illustrate the linkages and cross-linkages between these factors. The resulting model provides a framework for school leaders to prioritize and strategically focus on key areas to enhance their school's brand identity. This study contributes to the literature by offering a nuanced understanding of the branding process in educational institutions and by emphasizing the role of school leadership in navigating complex branding decisions.