There are some who still regard the branding of places with suspicion. While there are plenty of poor place branding efforts out there, when done well, a branded approach can offer many rewards for places of all sizes and budgets. Over the past decade the practice of branding has also been introduced to colleges and universities worldwide. In some cases, these were also greeted with suspicion.
Business Standard reports, “Branding has become an important tool for colleges or business schools to stay ahead of the curve by communicating their differentiation”. This was revealed in a study by global workforce management organization, Kelly Services (India), who found 57% of respondents believe that the brand reputation of colleges and universities are highly influential in job placement.
"It's widely seen that professionals from certain branded institutes have an edge in gaining entry to many marquee companies”, Kelly Services Kamal Karanth said.
The survey also revealed that approximately 72% of high level CEOs in India graduated from the branded colleges either in India or abroad. Interestingly, the remuneration offered to graduates of branded colleges was 10-20% more than those from non-branded colleges.
At times, destinations and educational institutions share similar challenges when it comes to adopting a unified, branded approach across their many stakeholders. While this is only one survey, it does indicate how branding can accentuate the competitive advantages of an institution. I expect that places with genuine brand strategies will continue to show positive results similar to those in the university branding survey.