Branding of Schools: The Need to Explore the Perspectives in Indian Context

Abstract

In an era, where people are highly influenced by brands, the educational institutes have also started their branding. Earlier, this branding of educational institutions was confined to colleges providing higher education. But with the changing time, it has come down to schools. There is a buzz among the parents to send their children to the most renowned-cum-“branded” school which can provide quality education to their children. This has led to a stiff competition among the schools. Thus, the schools are leaving no stone unturned to prove that they are better than others. Further, it has compelled to explore the perspective that the parents, students, teachers, and management hold towards the branding of school. Along with these four contributors, there are various parameters which affect this branding. If these perspectives and parameters are studied properly, the branding of school can become much easier. The study undertaken deals with the importance of branding of schools in Indian context, relying on the previous literature conducted. The study would be helpful for academicians, parents, students, teachers, as well as school management to analyze the different level of branding of school.

Keywords: Branding, School Branding, Competition, Indian Schools