Hotline: 1800 102 2007
X
Search Business Opportunities

Building your school brand: What experts say

Educarnival 2016 organised by eduExcellence at IIT Delhi this year brought together school leaders and marketing gurus to share insights on building the school brand.

By Associate Editor
Building your school brand: What experts say

According to an EY-FICCI report on the education sector in India, the K-12 school system in India is one of the largest in the world with more than 1.4 million schools with 250+ million students enrolled.

According to India ratings, India’s education market is $133 billion with $ 56 billion in private spend, out of which $ 40 billion is in K-12 Education, as per Kaizen Education (KE), 2014. The private spending in the K-12 sector is growing at a CAGR of 12 per cent.

This indicates that as the industry becomes bigger, the education sector is becoming a competitive market each passing day. And, while this industry remains a service dominated industry, education entrepreneurs have started taking things seriously and understand that it also means business.

In the new emerging business scenario, brands are becoming the most valuable assets that a business can possess. Brands are the wealth generators of the 21st century and are capable of turning mundane names into desirable ones. On similar lines, Educarnival 2016 organised by eduExcellence at IIT Delhi this year brought together school leaders and marketing gurus to share insights on building the school brand.

Speaking at the session were Himanshu Manglik, who has spent 16 years at Nestle and is now visiting faculty at Management Schools and Member, International Advisory Board for Jaipuria International Journal of Management Research, and Rosetta Williams, an accomplished educationist currently working as Director, Presidium Group of Schools.

Manglik, while pointing out at a survey that brought forth how maximum parents want a good career for their children, explained why the ‘cluttered’ education sector needs branding. He explained the different aspects of the essence of a brand, that are – Purpose, Originality, Sincerity, Customer, Centricity, Clarity and Consistency. “A strong brand means the customer know what to expect from you and is able to differentiate you from the competition,” he added.

He also said that what was very important was to understand that being a brand, a school must not strive to offer everything to everyone and must define what it wants to be. “The way to becoming a strong brand is knowing that you cannot be all things to all people,” he said.

On the other hand, Williams also focused on how it was also important to retain manpower to build a brand. When asked about pre-launch branding, Williams said, “From my experience over the years, whenever you are starting a new school, you must start branding at least six to eight months before you start your session. You must start an awareness campaign. You must have interactive competitions, out up boards, announcements. If you talk of premium schools, a pre-launch is prepared with utmost detail. You need to have a date when you start your admissions which is well advertised. You must also have a few parent seminars as they really work irrespective of whatever city it is.” She focused on the fact that it was important to make a school stand out in competition, different from other schools, for it to be a brand.

Towards the end, as Manglik aptly put it, “As a strong brand, a school must be an USTAAD – Understand Aspiration and Area Dynamics.”

Comment
Related opportunities
  • The journey of Scottish Early Years began in 2016, envisioned..
    Locations looking for expansion Delhi
    Establishment year 2016
    Franchising Launch Date 2016
    Investment size Rs. 20lac - 30lac
    Space required 2500
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
  • About Us: CMA is an international educational institution that specializes in..
    Locations looking for expansion Delhi
    Establishment year 1984
    Franchising Launch Date 2006
    Investment size Rs. 2lac - 5lac
    Space required 500
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
  • Bags & luggage
    About Us: Legendary Sports Retail Brand of India NIVIA is a true..
    Locations looking for expansion Punjab
    Establishment year 2017
    Franchising Launch Date 2018
    Investment size Rs. 30lac - 50lac
    Space required 500
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Panchkula Punjab
  • Mobile & Communication/Internet Connections
    About Us: HOCO. TECHNOLOGY (HK) CO., LTD. has established the brand..
    Locations looking for expansion Tamil nadu
    Establishment year 2018
    Franchising Launch Date 2018
    Investment size Rs. 10lac - 20lac
    Space required 100
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Chennai Tamil nadu
Insta-Subscribe to
The Franchising World
Magazine
For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you
OR Click here to Subscribe Online
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities
More Stories

Free Advice - Ask Our Experts