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...................
I. Brand Elements – Ordinary Educational Brand vs IITs & IIMs
The purpose of the first segment/section of this case flyer is to let the students/participants understand the brand elements of iconic educational brands like IITs and IIMs. Exhibit (TN)-II was used to let the students/participants understand the basic framework of IITs and IIMs.............
1. Name a few prominent IITians and IIMites or IIT-IIMites and why do you recall them?
The participants said that there is a general perception that most top entrepreneurs in India are from IITs, IIMs and IIT-IIMs. The participants discussed as to how the current startup ecosystem is dotted with success stories of top entrepreneurs who graduated from an IIT, IIM or IIT-IIM. Exhibit (TN)-III gives a partial list of illustrious IIT, IIM and IIT-IIM Alumni who have exceled in business, politics and sports..............
2. Name a few start-ups started by IIT/IIM alumni.
Startup research firm Tracxn finds out that 37% of the 3,373 startups founded in 2015 were founded by alumni of at least one of the following prestigious institutes – IIT, IIM, BITS (Pilani) and NIT (National Institutes of Technology). Exhibit (TN)-IV lists out 25 successful start-ups which were founded by IIT, IIM & IIT-IIM alumni..............
Exhibits
Exhibit (TN)-I: Classroom Discussion Dashboard
Exhibit (TN)-II: Framework of IITs and IIMs
Exhibit (TN)-III: List of Illustrious IIT & IIM Alumni
Exhibit (TN)-IV: List of 25 Successful Start-ups by IIT & IIM Alumni
Exhibit (TN)-V: Structure of IIT-IIM
Exhibit (TN)-VI: Prospective Consumers of IITs, IIMs and IIT-IIM Brands
Exhibit (TN)-VII: Factors Influencing IITs and IIMs Consumers’ Behavior
Exhibit (TN)-VIII: Reference Groups that Influence IIT-IIM Brand Consumers
Exhibit (TN)-IX: Unique Traits of IIT/IIM Graduates
Exhibit (TN)-X: Factors Contributing to IIT/IIM Demand
Exhibit (TN)-XI: Students Perceptions of an Educational Brand
Exhibit (TN)-XII: Attributes of a Successful Educational Brand
Exhibit (TN)-XIII: IIT, IIM Brand Equity w.r.t. CBBE Model
Exhibit (TN)-XIV: Salary Disparities and Family Expectations Create Stress among IIT and IIM Students
Exhibit (TN)-XV : List of Top Five Recruiters/Placement Offers in Non-IITs for 2015
Exhibit (TN)-XVI: Snapshot of Vineet Nayar’s Tweet on IIT-IIM Brand Erosion
Exhibit (TN)-XVII: Role of Various Stakeholders in Brand Building of IITs and IIMs