BRAND-ANALYSIS: Apeejay School of Management

Brand Apeejay College:• Primary Drivers:• Advertising- Apeejay College,

Dwarka has been giving advertisements in newspaper (e.g. HT horizon, Business Standard magazine, etc) and ads on metro stations (e.g. gurgaon metro station, etc)

• Word of mouth- Since Apeejay college is 19 years old providing quality education so other teachers, students and alumni of apeejay college has been giving good experience/ suggestions about admisson in apeejay

• Challenges:• Competitors advantage- many

other B-schools invest a lot of money on advertising on internet e.g. IIPM, Era, Fore, Amity, etc.

• High-package offering: other colleges also are competing well in terms of providing high average placement packages.

• Infrastructure: A better infrastructure always results in a lot of attraction from other colleges. Huge college campuses is another competitive advantage.

Contd:• Primary drivers:• Publicity and PR: Apeejay is

involved in many social activities like providing relief funds, food, clothes to the orphan children, students visit to NGO (senior citizen home in Dwarka), etc.

• Apeejay has a good brand- name as perceived by many people in the market mostly because of the “school-society”. Besides this apeejay colleges are famous in Punjab (jalandhar) and a few other states of India as well.

• Challenges:• All activities should not be entirely

student driven rather their should be some involvement by management (e.g. “Synergy” fest should also be supported by some college funds in order to draw attention by rewarding good prize money to other college students to enhance apeejay’s brand image.

• Weak- Alumni Network: Apeejay should have a strong alumni network which will also influence good links in terms of creating good jobs for the current students of the college.

BRAND ASSOCIATION:• By Slogan: “Soaring high is my nature” is a very good way of

informing students that Apeejay-students believe in touching the sky by proving their hard work which is in their blood.

• By Name: “Apeejay” name is also very easily recalled in terms of apeejay schools or Apeejay education society which makes it easier for the college to relate or associate the apeejay college with a “trusted- brand”.

• Brand-Recall/ Brand-Awareness: It is much easier for people to recall brand apeejay in terms of recalling other brands. It is mainly due to the fact that Apeejay has been a trusted brand for many years all over the India.

PERCEIVED QUALITY:• People’s Perception at Apeejay: A lot of people perceive Apeejay

college a not just because of good schools but also because of:• Good Faculty- Most of the faculties in apeejay have been

thoroughly interviewed by Director and Dean and have a good industry experience to share with the students.

• Good- Infrastructure: Our college has also been able to maintain certain high-ranked accreditations (e.g. NBA Accreditation and recently CRISIL accreditation has added another feather to the cap)

• College-Ranking: In an Business standard survey our college has ranked among top-2% colleges in Northern India.

BRAND IMAGE & LOYALITY:• Brand Image: Apeejay education society has been serving

from past 30 years. Thus it has emerges as a well-trusted brand and has a good brand image (in customers eyes) and brand-identity (in management’s eyes)

• Loyalty: Students who have already studied from apeejay college are very well aware of the quality-education of the college and thus come back again to Apeejay college for higher studies. Thus resulting in BRAND LOYALITY.

Milestones achieved:

Academic Corporate partnerships:

COLLEGE INFRASTRUCTURE:

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