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Abstract
An educational brand consists of intangible factors like the quality of the education it imparts, its Professor, culture and resources available to the students. The other important factors are campus size, quality of the graduating batch and their track record in getting jobs. Institutions in India spend millions annually on advertising and promotion activities. These institutes confuse spreading awareness with brand building. Branding is not bought by buying media space and Public Relations; it is too created by the quality of students, the faculty and the research culture of the Higher Education Institutions. Brands can be built two ways – top down by using advertisement to build brand name and appeal or bottom up by building a brand through grass-root work and reputation build-up.