Business Schools Brand Audit Toolkit

تاریخ : مارچ ۲۰۱٦ - اپریل ۲۰۱۷

Consider a marketing manager who has just taken over the marketing department of a business school. The first logical step would be to know what the school has been doing for its marketing and after understanding that devise a marketing plan. In other words, the marketing manager has to first “measure” and “assess” the performance and activities of the brand. For this a systematic and logical approach that includes the best practices for measuring a brand, specific to the attributes and necessities of building a strong business school brand is required. This whole process is not as simple as it may sound because, at first marketer needs to know the tools that are available, then check their application in business schools, convert its specifics for their own brand and then conduct a research. Business School Brand Audit Tool has been designed to cater the most important aspects of a brand that need to be measured in order to gauge the current position of the brand in terms of its brand equity, value creation and its competitive positioning. It allows the marketing manager to time and again measure the brand’s performance against the desired and set goals and also provides a multidimensional look into different aspect of a business school brand. The toolkit has been designed after thorough research and caters the factors that are specific to business schools. In addition it allows the users to customize the tool according to their own standards and assign weightages or add and subtract different factors.