Branding of IIM Bangalore with respect to other top Indian B-Schools

Abstract

The objective of the Project is to evaluate the current value of Brand Equity associated with the brand- IIMB by comparing it with its peers- IIMA, IIMC for PGP programs by networking with the various stakeholders- Students, Alumni, Professors, Recruiters. It will also evaluate and analyze the Social Media profiling and activities of the associated institutions, as well as those of student-run clubs of IIMB to induce changes in the current marketing mix. In order to analyze the Brand Equity value, we will tap into a mix of secondary data, collected from Ranking organizations and media, as well as primary data from stakeholders. Brand Awareness, Association and Relevance along with Brand concept mapping are the tools which will help us measure brand value. This will also be achieved by a mix of Depth Interviews, Questionnaire- Surveys etc. There will also be key profiling of Social Media, MOOC platforms etc. to address the gaps. Our Recommendations will involve solutions and enhance marketing activities to enhance the branding of IIMB among public, aspirants, recruiters and students through Social Media as well as by other media. Possible milestones include follower and subscriber base enhancing and better public perception.