Date of Conferral

2016

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Dr. Timothy Malone

Abstract

Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. Participants were selected using purposive sampling. Secondary data was collected from school website and school policy manual. Data were analyzed using thematic analysis. The major themes that emerged related to vision, mission, values, culture of the school, and the school's functional capabilities. Study findings suggest international schools in India adopt branding strategies based on core values to inspire, motivate, and educate employees to implement internal branding and communicate their school's brand story using social media tools. School administrators looking to enhance their school brand may find social benefits through improved sustainability, resource availability, and a more harmonious relationship between school leaders and parents. Social implications include better educational outcomes for students who then become better prepared to continue their academic pursuits after high school. The study may be of value to school leaders looking to enhance their school brand.

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