SHORT-TERM AND LONG-TERM BRAND BUILDING STRATEGIES OF PRIVATE UNIVERSITIES: A COMPARATIVE ANALYSIS

Abstract

Brand Building in education field is getting importance day by day. The rapid increase in a number of institutions and private universities has also amplified the competition for attracting more and more students. Private universities are coming up with a large number of marketing strategies like advertisements, activities, events, community work and development and other such efforts that increase their positive image and presence in the minds of the potential students. However, there is enough difference between the long term and short-term strategies for brand building. In the analysis of this present paper it was found that the short-term branding strategies of private universities are different from the long-term brand building strategies. The short-term strategies are–advertising, instant career counseling, admission notifications etc. The long-term strategies are MOUs with industry and other institutions, Publications, Integrated Marketing Communications, Placements, Innovations, patents etc.