HISTORICAL PERSPECTIVE OF EDUCATIONAL BRANDING AND FUTURE LESSONS

Abstract

The relative term Educational Branding, its dimensions and different perspectives are considerably new in this part of the world i.e. Asia, specifically in our country Pakistan. It has not been a long time since organizations have actually realized the importance of developing themselves as Brands and converting them into their most valuable asset. Different industries and sectors are trying their best to develop and adopt the different marketing theories and aspects within their organizations. One of the emerging issues that come hand in hand with marketing boom in Pakistan is the issue of How to Brand Educational Institutes that is being done all over the world. All the institutions are affected by this issue. Educational Branding is gradually becoming a challenge and most appropriately the tool to master upon to gain Competitive Advantage in the industry. This need hereby has been highlighted in the topic of this dissertation in the following words, “Historical Perspective of Educational Branding & Future Lessons”. The study begins with an extensive literature review of the global perspective of the issue of Educational Branding with a detailed analysis of the Pakistani Educational market with respect to branding. It is further followed by the hypothesis development procedures that helped us analyze the various dimensions of the issue. A findings section has been drafted to identify the current practices being followed by the various educational institutes followed by an analysis of those practices with each other as well as with International Branding practices. The analysis portion leads us to the determination of the validation or contradiction of the various hypothesis developed during the literature review. The final sections of this study focus on presenting certain recommendations that may be followed by the various Higher Education Institutions in the Pakistani Educational Sector.