educarnival 2016 at iit delhi - presentation by himanshu manglik
TRANSCRIPT
eduExcellenceBranding for Schools
Delhi : 9th December 2016Himanshu Manglik
Legacy Brands in Schools• Doon School ?• Scindia School ? • Mayo ? • DPS ?• Springdale ?• Sanawar ?• Lovedale ?
Didn’t get built on their own !But they had a head-start … And Today ... Society is changing
Global Survey: What Indian Parents Want For Their Children
• Fulfill their potential 17%• Earn enough to enjoy a comfortable life 22%• Be Healthy 33%• Be Happy 49%• Be successful in their careers 51%
Does this hold true for your Target Parents ?
The Market for education is Cluttered
The Market
• Competitive• Commercial • Few strong brands• Perceived value commands premium
Is Your Brand Strong ?A strong brand means :• They know what to expect• They are able to differentiate you from your
competitor
Are You a School of Choice ?
The 1st Step
Knowing that You cannot be all things to all people
Questions You Need to Ask
• What are you ? How do people perceive you ?
• What does your customer want you to be ?
• Do you know what you want to be ?
• What’s your positioning ? Do people see value ?
• How are you communicating that value ?
Essence of a Brand
Purpose
Originality
Sincerity
Customer Centricity
Clarity
Consistency
Building Blocks
Purpose/Mission
Your underlying mission. Why your school exists in the first place.
Building Blocks
Brand Position Statement
A statement about how you want to be perceived. How you want people to feel, think and talk about your school.
Building Blocks
Value Proposition
The unique value your school is offering. What makes you different.
Building Blocks
Brand Attributes
Attributes that reflect your school's belief system and brand personality. This is important since it informs the impression you want people to have about you.
Choice is Built In The Mind
The Brand Influences the Choice
360 degrees branding
Visual Identity/ Uniform & Logo
Students’ experience
Alumini Involvement
Word of mouth
Achievements – Academic &
Extra-curricular
Parental Experience
Interactive website
Electronic Newsletter
Print Media / Out of Home
Be An USTAAD
UnderstandAspirations
& AreaDynamics
ConsistencyIs important
Building Brands the Nestlé Way
Knowing your
Consumers Deeply
Inspire with Brand Vision and Essence
Delight with Product
Experience
Innovate Bigger
Bolder Better
Create Engaging
Brand Experiences