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The market of higher education worldwide is in a state of flux and transformation. It has become increasingly international over the past decade dominated by significant private sector participation. Such liberalized attempt at least in a few sectors of higher education has definitely made the market competitive not only in terms of service quality and price but also in terms of student accessibility and eligibility. Changing profile of students, proliferation ...
The late nineties witnessed a plethora of brand proliferation across categories either in the form of introduction of new brands or brand extensions. On the contrary, the market for product and services, though grew revenue –wise, became more competitive, particularly in the developed world, like US, Japan, Europe, etc. The pressure to differentiate and concomitant absence of differentiating factors that would allure customers, gave a significant jolt to the ...
With liberalization of the economy, the retail scenario has changed to a great extent; many sectors have opened up to private players. In hitherto government controlled industries, too, we have seen a spate of private activity. The increased marketing efforts of private players coupled with the changed stance of the incumbent public or government players, have given rise to an unprecedented scramble for customers. There was a time when only the national players ...
Brand communication is a process of making a brand known to the customers. A brand does not have proper value, if it is not communicated properly to its intended customers. In this genre of cut-throat competition, brand communication is getting high importance. Branding a product or a commodity adds new dimensions that differentiate products and services from one another. These dimensions are commonly known as brand attributes, which can be functional, rational, ...