This is a term-paper on building the brand for a B-school (XLRI SChool of business and human resiurces, Jamshedpur, India)
REJUVENATION OF XLRI AS A BRAND
A lady, sitting next to Raymond Loewy, the man who gave the world the coke bottle, at dinner, struck up a conversation.
"Why", she asked "did you put two Xs in Exxon?"
"Why ask?" Loewy asked
"Because", she said," I couldn't help noticing?"
"Well", he responded, "that's the answer."
These words by probably the best industrial designer ever born accentuate a very important fact: Products are made in the factory, but BRANDS are created in the mind.
Brand is about promise, about purpose, positioning, personality and perception. It is what you stand for and aspire to be. Your brand resides within the hearts (feelings) and minds (intellect) of your customers and prospects. It is the sum total of their (product, company, service and competitive) experiences and perceptions, some of which you can influence and some you cannot. Brand building does not happen only with advertising. Like Salt, advertising should be used in the right proportion. There has to be an integrated brand strategy.
Branding matters as it separates you from others, enhances your value and makes you special. A good Brand inspires, creates loyalty, brings you new prospective customers and helps you connect with old ones.
In such a scenario a B-school, which offers a highly sought after service of imparting management education needs to create or reinvent a Brand for itself. In increasingly competitive times, business schools in the education market need to communicate the values that make them different. Branding is a fundamental way of doing so. A clearly defined brand can be the difference between a candi ...