Resource Person: Mr. Prasenjit Saha
Duration: 10.00 am – 5.00 pm
Date: 16th October, 2021
Venue: Online
Participants: 20
Objectives:
- To orient the faculties towards understanding what is the role of promotion and branding for management Institutes.
Description:
Dr. Sonali Saha welcomed the Resource person Mr. Prasenjit Saha, Project Director -Market Xcel Data Matrix and all the participants.
The session started with a reflecting question i.e. how can management institutes create and maintain a powerful brand that helps them stand out from competitors and attract students - at
home and on an international scale? He then added that when it comes to the importance of having a strong brand, the Management Institutes have its dire necessity.
Recognizability is not the only important factor, reputation and positive emotional response matter too.
He explained various ways with which one can apply approach towards branding. He said, one way to do this is by directly asking staff,
students and others how they would describe the brand in three words.
These can be grouped into related words and moods.
Doing this kind of discovery research can identify any ways in which existing branding may be misaligned to public perception or failing to meet student expectations.
He further added that to create a successful brand online ensure your institution is maximizing it online and on social media platforms.
It's important to bear in mind that students may be your best brand ambassadors online. Using hashtags on social media communities is a great way to spread awareness,
but it’s not the only way. Encouraging students to use your logo alongside their qualifications on LinkedIn or on their resume can also spread brand awareness.
One should ensure that The brand communicated should be a true reflection of an institution's identity and one which existing staff and students can unite behind.
Failure to deliver on the promise of your brand could create cognitive dissonance which could damage reputation instead of attracting students from competitors.
While concluding the session he said that Focusing on branding strategy as part of your institution's strategic planning is vital to avoiding branding missteps.
While it may be time-consuming to develop a branding message,
it will be time well spent and could pay dividends in terms of standing out in a crowded market.
Concentrating on your core values and how your brand can transmit those on and offline can help you to stand out from the competition and attract the right student demographic.
The session was enlightening and the participants got to know the essential features of branding and some points to be taken into consideration while branding for Management Institutes.
Ms. Geetika Jha, Assistant Professor thanked the resource person and all the participants present.