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Branding Strategies Of Private International Schools In India, Balasubramanian Varadarajan

Walden Dissertations and Doctoral Studies

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. …