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Is Brand IIT-IIM Waning?

CASE FLYER, BRAND MANAGEMENT
ET Cases, 7 pages

Case Preview

Is Brand IIT-IIM Waning?

 

Expected Learning Outcomes

  • • Understand the brand elements of iconic educational brands like IITs and IIMs with the help of CBBE model
  • • Discuss and debate whether IITs and IIMs brand value has been diminishing, especially since the beginning of the millennium in the light of EMA Partners study
  • • Suggest measures to ensure that IITs and IIMs too figure in the global educational institutions ranking

 

I. Brand Elements – Ordinary Educational Brand vs IITs and IIMs

  • 1. Name a few prominent IITians and IIMites or IIT-IIMites and why do you recall them?
  • 2. Name a few start-ups started by IIT/IIM/IIT-IIM alumni.
  • 3. As the base article quotes, “IIT, IIM: these magical letters have launched several thousand corporate careers, shaped the destiny of Corporate India and even boosted literary careers and marriage prospects”. What does IIT or IIM brand signify? Why do they command a bright career, marriage and social prospects?
  • 4. .............

Teaching Note Preview

Is Brand IIT-IIM Waning?

 

Synopsis

This case flyer offers an overview of iconic educational brands like IITs and IIMs. It further discusses and debates whether IITs and IIMs brand value has been diminishing, especially since the beginning of the millennium as shown in EMA Partners study. It further studies the measures to ensure that IITs and IIMs too figure in the global educational institutions ranking.

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

This case flyer presupposes an understanding of the concepts of branding higher educational brands. The students should also have a basic understanding of the Customer Based Brand Equity (CBBE)  Model. Accordingly, the participants were asked to read the following chapter to help them better connect the concepts:

  • • Kevin Lane Keller, et al., “Customer Based Brand Equity”, Strategic Brand Management, 3rd Edition, Pearson Education Inc., 2011– To relate CBBE model to IIT and IIM brands

 

Case Positioning and Setting

This case flyer can be used for either of the following:

  • • MBA and Executive MBA/Executive Development Programs – Brand Management Course – Concept of Customer Based Brand Equity (CBBE) – To relate the  theoretical constructs of CBBE model to IIT and IIM Brands
  • • Faculty Development Programs – Institutional Building module – To discuss and debate on what it takes for IITs and IIMs to get into Top-100 rankings of either QS or Times Higher Education

 

Case Flyer Analysis and Classroom Discussion

Preamble to this Case Flyer Analysis

This case flyer enables a discussion, based on EMA Partners study, on whether IITs and IIMs brand is waning. The brand elements of iconic educational brands like IITs and IIMs were analyzed using the CBBE model. Accordingly, this case flyer was discussed as given in Exhibit (TN)-I...................

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Product code: BM-4-0010, BM-4-0010A

Abstract


This case flyer, based on articles "Is Brand IIT-IIM Waning?" and "Losing the Magic Touch?" by K Sudarshan in The Economic Times, Corporate Dossier (dated: April  24th-30th 2015), enables a discussion, based on EMA Partners study, on whether IITs and IIMs brand is waning. While the IITs were set up based on Sarkar Committee recommendations in 1946 to set up world-class institutes to meet the anticipated requirements of post-world war II industrial developments, the IIMs were set up based on the recommendations of the Planning Commission. Since the time the first IIT was started in 1951 in Kharagpur and the first IIM started in Calcutta in 1961, the IITs  and IIMs brands have been citadels of excellence having produced some of the brightest minds that have shaped Indian corporate, political and social destinies and  social discourse through their contributions. However, since early part of this millennium, owing to several factors, the brand value of IITs and IIMs seem to be waning, as the study argues. How does an educational brand like either IIT or IIM signify the brand promise and brand experience? How did IITs and IIMs deliver on their brand  promise over the years? With the introduction of new IITs (23) and IIMs (20), are the brands IIT and IIM up for brand dilution? Why is the number of CEOs with IITs, IIMs or  IIT-IIMs shrinking and what could be done to have a rerun like the 1990s and 2000s? Can IITs and IIMs continue to be sources of transforming lives?



Pedagogical Objectives

  • To understand the brand elements of iconic educational brands like IITs and IIMs and analyze IIT and IIM brands with the help of Customer Based Brand Equity (CBBE) model
  • To discuss and debate in the light of EMA Partners study, whether IITs and IIMs brand value has been diminishing, especially since the beginning of the millennium
  • To suggest measures to ensure that IITs and IIMs too figure in the global educational institutions ranking

Case Positioning and Setting
This case flyer can be used for either of the following:

  • MBA and Executive MBA/Executive Development Programs - Brand Management Course - Concept of Customer Based Brand Equity (CBBE) - To relate the theoretical constructs of CBBE model to IIT and IIM brands
  • Faculty Development Programs - Institutional Building module - To discuss and debate on what it takes for IITs and IIMs to get into Top-100 rankings of either QS or Times Higher Education



This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Plan (**ONLY for Academicians)
$2.74
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