PROJECT REPORT ON

Branding of Kohinoor College of Paramedical Sciences

TOWARDS FULFILLMENT FOR THE POST GRADUATE DEGREE IN

MASTER OF MANAGEMENT STUDIES (MMS) AS PER UNIVERSITY OF MUMBAI

SUBMITTED BY

Vidur Pandey (MARKETING) Batch 2011-13

KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI.

A PROJECT REPORT ON Branding of Kohinoor College of Paramedical Sciences

SUBMITTED BY

Vidur Pandey
(MARKETING) ROLL NO -43

Batch 2011 - 2013

UNDER THE GUIDANCE OF PROF.Bharti Deshpande

CORE FACULTY - SPECIALISATION

UNIVERSITY OF MUMBAI
KOHINOOR BUSINESS SCHOOL,

KURLA, MUMBAI.

DECLARATION

I hereby declare that the project report entitled Branding of Kohinoor College of Paramedical Sciences carried out at Kohinoor College of Paramedical Sciences is my work submitted in partial fulfillment of the requirement for Degree of MASTER OF MANAGEMENT STUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI and not submitted for the award of any degree, diploma, fellowship or any similar titles or prizes.

Date:

Signature: _______________

Place: Mumbai

Student Name: ___________

CERTIFICATE

This is to certify that the project entitled Branding of Kohinoor College of Paramedical Sciences is successfully completed by Vidur Pandey during the second year of her course, in partial fulfillment of the Masters Degree in Management Studies, under the University of Mumbai, through KOHINOOR BUSINESS SCHOOL, Kurla, Mumbai-400070.

Date:
Place: Mumbai Prof.Bharti Deshpande

ACKNOWLEDGMENT
I owe a debt of gratitude to those who were so generous with their time and expertise: Many hands have toil to ensure that this project finally sees the light of the day. It requires continues guidance, inspiration and support from many people and without their co-operation this project wouldnt have been just completed. I take this opportunity to express my sincere gratitude to my project guide Prof. Bharti Deshpande who lived up to her designation and was a constant source of guiding light for me at each and every step of execution of this project. I would also thank to Mrs. Sonal Satelkar (Program Head, Kohinoor College of Paramedical Sciences) and Dr. Nidhi Kewalramani (medical coordinator Kohinoor College of Paramedical Sciences) for supporting me to complete this project with his presence all the while. I would like to thank from bottom of my heart to our library staff for providing necessary books from library. Special mention needs to be made about executives and esteem managers of the company that I visited as they gave some valuable time to enhance my project in every possible way. No words can express my feeling of gratitude for them. Lastly I would like to thank my well wishers and colleagues who were a constant source of inspiration and in some cases also motivation as it ultimately has to lead to the completion of this project. Finally I would also like give due credit to people who knowingly or unknowingly have guided, supported me in the completion of this project as without their help this project would have never seen day light

EXECUTIVE SUMMARY

What gets measured gets managed and what gets managed gets accomplished
Education as a destination is a thing of the past, education is about the opportunities that it opens up for you and the people who are in this business. Branding in education Sector is more than creating a brand name or a logo indulging in large media exercises. We would see it as an exercise that helps to develop an identity that inspires people. Hence without being able to establish a link with people an external branding exercise will be futile. In education creating a brand- an identity and designing the service behind it, are becoming inspirable. In a nation with a huge population eager to play their part education in modern India has the challenge to carte to futuristic needs coupled with inclusive growth. With increase in number of trained and employable workforce, environment for academia- industry partnership just got and better. In a dynamic environment such as this, where the opportunity offered by the education sector is only opening up some educational institutions may confuse branding in education with creating noise gets to enroll in their institute. We have to understand that the approach of branding and the role of education are the both changing parallely. We believe, People dont love a brand they love what the brand allows them to do or experience . What unites the people that connect with a brand is not a surface logo alone but the value of the engagements it creates, much similar to education where the brand is not created as much by the several ranking survey results as by the impact and the multiplying nature of its underlying theme. So when education decides to use branding it will mean playing out the new role of educational institutions who understands what modern day branding entails. Hence education being branded holds opportunities and threats but with information, connectivity and choices increasing, sustaining Branded Education without lending meaning would collapse like a pack of cards. But with the right attitude it could embrace a larger community that will not only benefit but will want to contribute and own a part of the theme the brand represents.

In the context of the changing meaning of a brand and role of education, we would say Education being is natural and hold promise. With the life transforming impact education can make, it is inevitable to understand the synergy and changing environment. A Paramedic is a Professional who helps the Doctors in specialized areas and facilities for better diagnosis, treatment and therapy. The increase in number of patients, variety of diseases and the demand for immense treatment have paved the way for paramedical professionals who are expert technicians or therapists providing better quality towards Human Health Care. Thus the field of paramedical sciences is gaining ever increasing importance and demand, offering lucrative careers in the health sector. Different promotion activities were carried out for branding process at Kohinoor College of Paramedical Sciences. Advertisements in news papers, outdoor advertising, and flyer distribution at CET exam centers were distributed, as well as advertisement in DNA Reknor which was distributed with HSC (12TH) standard mark sheet. Apart from this KCPS has conducted seminars where students and their parents were invited to give more information on paramedical courses. Institution will need to attract more and more students and increase its pool of potential entrants and also ensure greater diversity from within the population. With corporate expanding business by reaching out to markets beyond metros and cities, there is a greater need for manpower in these areas. It would be extremely essential to have locally trained and skilled manpower to fuel this growth. Hence educational institutes will need to increase the bouquet of offerings and reach to larger populations.

Table of Content
Chapter No. 1 2 3 4 5 5 6 7 8 9 10 10.1 10.2 10.3 10.4 10.5 11 12 13 14 Introduction. About the Kohinoor Group. Kohinoor College of Paramedical Sciences. Objectives of the study Brand What is branding? How can branding benefit my business Branding in Education Branding of paramedical college. India Education Industry Demand and Opportunities. Activity chart Newspaper advertising. Hoardings. Brochure & flyer designing. Website. Inquiries Promotion of the Brand Conclusion Annexure Bibliography & webilography. Topic Page No. 01 03 08 13 14 22 23 25 29 30 35 36 39 44 48 51 52 56 57 62

INTRODUCTION.
Paramedical Science is that field of science which helps in providing assistance to Doctors in treating their patients. The stream of Paramedical Science ranges from Diagnostics to procedures to Therapies. Eg: Laboratory Technology, Imaging Technology, Optometry technology, Dental Technology, Dialysis Technology, Cardiac Care Technology, Physiotherapy, Occupational Therapy, Speech Therapy, Bio-technology, Radiation Therapy, Critical Care Technology, Operation Theater Technology, etc. Paramedics are the key players in the Health & Medical Sector. Without paramedics, the entire Health Industry is out of gear and is almost non-functionary. A Paramedic is a Professional who helps the Doctors in specialized areas and facilities for better diagnosis, treatment and therapy. The increase in number of patients, variety of diseases and the demand for immense treatment have paved the way for paramedical professionals who are expert technicians or therapists providing better quality towards Human Health Care. Thus the field of paramedical sciences is gaining ever increasing importance and demand, offering lucrative careers in the health sector.

List of paramedical colleges in Mumbai. No College Name Ali Yavar Jung National Institute for the Hearing Handicapped All India Institute of Physical Medicine & Rehabilitation Colleges Address & Contact Details K.C. Marg Bandra Reclamation, Bandra (W), Mumbai 400 050 Phone : 022 26400215/0228 Haji Ali, K. Khadye Marg, Mahalaxmi, Mumbai 400034 Phone : 91-22-24964331, 32

(AIIPM) 3 Dr. Babasaheb Ambedkar Road, Sion, Mumbai 400 022 India Phone : 91-022-24076381 Dr. AL Nair Road, T.N. Medical Mumbai 8 College Phone : 022- 23081490-99 Acharya Donde Marg, Parel, Seth G.S. Medical Mumbai 400 012 College Phone : 91-22-24136051 P.G. Section, 215, IV floor, Tata Memorial Service Block Building, Tata Memorial Hospital, Parel, Centre Mumbai 400012 Phone : : 91-22-24177000 Ext. 4665 B Y L Nair Dr. A.I., Nair Road, Hospital & T.N. Mumbai-400 008 Medical College MGM Medical M.G.M. Medical College Junc.of Nh-4 & Sion Panvel college Expressway, Kamote Lokmanya Tilak Municipal Medical College 022-27423404, 27423002, 274224

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Scope in paramedical:Healthcare Human Resource: WHO 2006 report Shortage of Medical and Paramedical Manpower Doctors Per 1000 Population Paramedics and Supportive staff per 1000 Population WHO Standards 1 8 India 0.7 0.9 World Average 1.5 3.3 Developing Country 1.8 1.8 Average Currently India requires 12Lakh Doctors and 96 Lakh Supportive staff which is on higher side as compare to 4 Lakhs Doctors and 11 Lakh supportive staff Global Healthcare Scenario Healthcare Scenario of India compare to other Nations Healthcare Per Capita Infant maternal Expenditure health Spend Mortality Mortality % PPP$ Rate (per ratio (per 1 1000 birth) lakh live

Country

Life Expectancy at Birth In years

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India China Sri Lanka UK USA

5.2 4.7 4.3 8.1 15.4

91 277 163 2560 6096

56 23 12 6 8

birth) 450 45 58 8 11

63 72 71 77 75

About the Kohinoor Group.

The Kohinoor Group which has been in existence for over four decades has business interests in the Education, Hospitality, Real Estate and Power sectors. Over the years, Kohinoor has earned a distinguished name for itself in all these sectors and is constantly on the path of growth. Principal MANOHAR JOSHI founded the Kohinoor Group in 1961 with a modest beginning in education. The Kohinoor Technical Institutes, which impart vocational technical education, have since become a national network of training centers spread across India. Over 200000 students have passed through its portals and the number continues to grow. The Kohinoor Group moved into the Hospitality Sector in the eighties through Kohinoor Continental and various Banquet Venues and Facilities in Mumbai. Restaurants and Fine Dining Eateries were part of the organic growth seen in this area through the nineties. Real Estate Development Ventures began in the same period and have been the core competence and expertise area for the Chairman and Managing Director of the Kohinoor Group UNMESH JOSHI. An Architect by education, Unmesh Joshi has over the years put together a team of construction industry professionals who are amongst the best in the country. Excellent residential, commercial and educational complexes dot Mumbai and Pune, as a testimony to the Group's prowess in this sector. In addition it has entered the eco-friendly renewable energy generation business as a windmill power producer.

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As the Kohinoor Group moved into the new millennium it has chosen to focus on education and hospitality as its sectors of global focus and interest while it continues to grow in real estate development ventures through its planned expansion thrust, in this area. The Group has a unique management structure and style that is based on speed and collaborative team spirit, at its core.

Kohinoor hospitality
'Atithi Devo Bhava', in Sanskrit, means the guest is god personified. The tradition of receiving guests, in India, is thus social ritual that has at its core, a focus on what the guest needs in order to make his trip comfortable, satisfying and memorable. This thus is the driving spirit behind Kohinoor's hospitality ventures as well as the hospitality education projects: a constant desire to do better, in this field. Kohinoor's trust with the hospitality industry began with the Kohinoor Continental, a four star deluxe property near the Chattrapati Shivaji International Airport of Mumbai. The Group has various Banquet Hall and Fine Dining Facilities and Restaurants spread across Mumbai and Pune. As India grows, so will the hospitality industry. The tourism industry offers potential for domestic Indian tourists as well as the global tourism market. The sheer range of facilities and destinations that can be developed in India offer a future full of excitement for Kohinoor. The Intra-Group capability in Real Estate Development melds easily into this sectors importance for Kohinoor. Synergies have been developed, tested and deployed by the Group in this area and are sought to be developed further through specialized consulting and advisory services through its educational institutions. The Kohinoor Group is in the process of developing new models of hospitality services and propositions to the mass market segments in India, specially the business traveler segment. International tie-ups and collaborations are under discussion and will usher in new avenues for Kohinoor - Indiawide and Worldwide.

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Kohinoor real estate.

Kohinoor Group has one of the best teams of real estate development professionals working on its varied projects. From Residential Complexes to Commercial Office Complexes and from facilities planning to interior designing and implementation, Kohinoor has delivered turnkey services to its customers across a very wide spectrum. Challenges have been the rule of the day in the in this area for Kohinoor but, setting up new records and performance benchmarks has become a way of life for each team member, here. An educational complex was built and delivered in 180 days. Refurbishment and extension of a hotel property was taken up and delivered without a single day's occupancy loss. Redevelopment of residential property in the congested suburbs of Mumbai while rehousing tenants with least bother, ahs been a routine exercise for the team. Developing rural scapes and property where even basic amenities were absent has made the team expert at resource management. Team Kohinoor delivers in all contexts and transcends its teammember's capacities regularly, through the magic of teamwork. New projects are taking the real estate team toward township and multi-use property development challenges in Mumbai and other cities of India. Creating and delivering a standard of living, is the best way to describe Kohinoor's real estate venture activity!

Kohinoor power
Kohinoors Power ventures are a reflection of its commitment to sustainable development and alternative technology engagement. An idea whose time will come, the future, and its impact : here and now! In its constant bid to expand and make its presence felt in several directions, the Kohinoor Group made its foray into the Power sector with Kohinoor Power Company in 2001. Kohinoor Power Company launched its own environment friendly wind energy project in this year in association with Enercon India Limited. The project is located in Sangli district and supplies power to the Maharashtra State Electricity Board (MSEB)

Kohinoor education.

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Education has always been one of the main areas of interest for the Kohinoor Group. The Group started with Technical education for the vast majority of academically average but technically skilled students in the '60s. Right from the beginning, the courses of Joshi's Kohinoor Technical Institute (JKTI) have always been employment oriented. With the changing times, new courses were added and existing courses modified to meet changing needs. Gradually, vocational courses and special courses for ladies were also added. Alliances were also forged with corporates and government bodies to increase employment opportunities. Global educational needs and delivery systems have undergone a sea change over the past decade and it is vital that we keep pace with this change. Kohinoor's approach has always been futuristic.

We have always strived to anticipate the needs of the future and fulfill them. 'Making the future happen in the present' is our motto
Unmesh Joshi Chairman & Managing Director, Kohinoor Group

Kohinoor in Education since 1961.

1. Joshis Kohinoor Technical Institute (1961) 2. Kohinoor IMI School of Hospitality Management (2000) 3. Kohinoor Business School (Khandala) (2002) 4. Kohinoor Business School (Kurla) (2010) 5. Kohinoor International School (ICSE School) (2010) 6. Gandhi Bal Mandir (Government Aided school) (2008) 7. Sports Education Development India Ltd. (School for Cricket Education) (2009) 8. Kohinoor College of Paramedical Sciences (2011).

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Vision and philosophy of Kohinoor group.

Vision To Grow Perpetually

Philosophy To achieve sustained and enduring excellence in every activity by creating an environment for partners, customers, vendors and stakeholders for win-win alliances and for empowerment of employees to ensure growth. To achieve our vision through: Total Quality Consciousness Social welfare through integrity and ethical business practices A sleek Organisation structure Continuous learning Instant and accurate decision making Focus on positive attitude of each employee

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Kohinoor College of Paramedical Sciences.

Kohinoor College of Paramedical Sciences, a division of Kohinoor Hospitals is established with an objective to create paramedical technicians to serve the booming health care industry in India and abroad. The college also aims at enabling students to enhance job

prospects and hone their entrepreneurial skills in the paramedic sector.

Paramedical science is an inseparable part of the health care system and runs parallel to medical science in the diagnosis and treatment of diseases. Diagnostic tools like the clinical laboratory, the X-ray, the ultrasound, CT and other invasive or non-invasive methods are part of the paramedical system.

With the development of medical science and its attendant spurt in complex mechanization of medical equipment, there had been an inadvertent growth in paramedical science and there is an ever increasing demand of trained paramedical manpower in Indian subcontinent also reflected in Prime ministers council on trade and industry(1). This automatically prompted a demand for trained paramedical manpower. Thus paramedical education becomes an important and integral part of medical education and is the backbone of health care delivery system. Kohinoor College of Paramedical Science is a Division of Kohinoor Hospital. This College was established in 2011 and is currently offering 6 B.Sc. Degree Programs and 3 diploma programs of AICTE. The Lectures are conducted in Kohinoor Education Complex and the Practical training is imparted at Kohinoor Hospital. The 2 facilities are in adjoining premises. The faculty comprises of practicing Doctors, Technicians and Academicians. Courses at KCPS.

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1. Bachelor/B.Sc. In Medical Laboratory Technology (BMLT) 2. Bachelor/B.Sc. In Medical Imaging Technology (BMIT) 3. Bachelor/B.Sc. In Anesthesia and Critical Care Technology (BACT) 4. Bachelor/B.Sc. In Optometry and Ophthalmic Techniques (BSCHOT) 5. Bachelor/B.Sc. In Medical Record Sciences and Health Information Technology (BMRHIT) 6. Bachelor/B.Sc. In Radiation Therapy Technology (BRTT) 7. Diploma in Medical Laboratory Technology (DMLT) 8. Diploma in Radio Imaging Technology (DRIT) 9. Diploma in Optometry Technology (DOPT)

Why KCPS? 1. 50 years of experience in Education Sector. 2. Expertise of running professional as well as vocation courses. 3. Well qualified faculty and eminent doctors on the advisory panel. 4. Practical training in the state of the Art Multispecialty Hospital having latest technology. 5. Rich and in depth syllabus from IGNOU. 6. Regular Observer ship in specialization department. 7. Well stocked Library. 8. Advance Computer laboratory. 9. Efficient Placement team. 10. Continuous efforts for tie-up for placements. 11. Regular lecture series by guest lecturers and practicing doctors.

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12. Lecture conducted in a plush education complex having all educational as well as recreational facilities such as canteen, games rooms, etc. 13. Personalized attention to each students progress in class. 14. Regular counseling sessions for students.

The Mission of Kohinoor College of Paramedical Sciences is: To provide relevant and quality education, which will groom individuals, to serve the healthcare industry with utmost attention and dedication? To inculcate required discipline amongst the students that will help them contribute in saving lives. Our Vision: To become a leading campus in India to offer careers in the field of Paramedical Sciences.

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Kohinoor hospital.
Kohinoor Hospital is 175 beds Multispecialty Hospital in the central suburbs of Mumbai. It is a part of the prestigious Kohinoor City Project at Kurla West with close proximity to Vidyavihar Station It is Asias first and Worlds Second Hospital to have the Platinum Leed Certificate. Kohinoor Hospital is headed by Ms. Madhavi Unmesh Joshi, Director Kohinoor Group, who is a Science Graduate and has done her Post Graduation in Hospital Administration from Symbiosis University. The Operational Head of Kohinoor Hospital is Dr. Rajeev Boudhankar, Vice PresidentKohinoor Hospital, who has a vast experience of more than 30 years in the Medical Profession. He holds various degrees such as MD, Ph.D. and MHA and all of these are from prestigious Institutes such as Grant medical College, Bits Pillani and TISS. Facilities at Kohinoor Hospital More than 15 outpatient clinics 4 well equipped operation theatres 27 bed S.I.C.U / I.C.C.U Well equipped 6 bed N.I.C.U 6 bed dialysis unit Well designed LDRP suite Cardiac catheterisation lab Blood bank and pathology lab Round-the-clock radiology and imaging with CT/MRI scan facility. Clinics for Optometry and Dental Technology Cardiac diagnostics, 2D echo / stress, colour doppler, PFT 24 hr pharmacy.

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Kohinoor education complex.

Kohinoor education complex in kurla is 3.5 lakhs sq.ft facility accommodating the following educational institutes of Kohinoor group: Kohinoor business school and Kohinoor management schools offer Mumbai University and AICTE Degrees / Post Graduate Diploma in Management. Kohinoor College of Paramedical Sciences offers degree/diplomas in various streams of paramedical science. The education complex is fully air-conditioned and has state of art classrooms with projection and audio facilities in each class room. The complex has a canteen facility and recreation facility for students. The complex has a proposed state of art 700 seater auditorium.

Objectives of the Study

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 To understand the Concept of Branding in education sector. To improve brand awareness of Kohinoor College of Paramedical Sciences.

RESEARCH METHODOLOGY:
INTRODUCTION: Research methodology is a way to systematically solve the research problem is to how research is done scientifically. It consists of the different steps that are generally adopted by the researcher to the study his research problem along with logic behind them. It is necessary to the researcher to develop certain tests. Primary Data: Data was collected by advertising companys marketing executives while negotiating for the advertising rates. It was also collected through various education consultants, senior students, students coming for inquiry at KCPS as well as talking to senior doctors.

Secondary Data: Data has been collected through articles published in Journals, Magazines and books and from the past year Data of KCPS. Information has also been obtained through the net from various sites.

Brand
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What is a brand? Brand (noun): a trade mark, goods of a particular make: a mark of identification made with a hot iron, the iron used for this: a piece of burning or charred wood, (verb): to mark with a hot iron, or to label with a trade mark. A short history of brands The word brand comes from the Old Norse brandr, meaning to burn, and from these origins made its way into Anglo-Saxon. It was of course by burning that early man stamped ownership on his livestock, and with the development of trade buyers would use brands as a means of distinguishing between the cattle of one farmer and another. A farmer with a particularly good reputation for the quality of his animals would find his brand much sought after, while the brands of farmers with a lesser reputation were to be avoided or treated with caution. Thus the utility of brands as a guide to choice was established, a role that has remained unchanged to the present day. A brand connects four crucial elements of an enterprise. Customers Employees Management Shareholders Brand awareness Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. There are various levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-Mind Awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial

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tissue, the common answer is Kleenex, which is a top-of-mind brand. Aided Awareness occurs when a consumer is shown or reads a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market. The distinctions that set your product apart from the competition are also known as the Unique Selling Point or USP.

Brand elements Brands typically are made up of various elements, such as 1. Name: The word or words used to identify a company, product, service, or concept. 2. Logo: The visual trademark that identifies the brand. 3. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand. 4. Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand. 5. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. 6. Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. 7. Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example. 8. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. 9. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. 10. Movements: Lamborghini has trademarked the upward motion of its car doors.

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What is a logo?
To understand what a logo is, we must first understand what it is for. A logo is for identification. A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolises, not the other way around logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like. To illustrate this concept, think of logos like people. We prefer to be called by our names James, Dorothy, John rather than by the confusing and forgettable description of ourselves such as the guy who always wears pink and has blonde hair. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable. It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn peoples names to identify them. The logo identifies a business or product in its simplest form. Summary: Brand The perceived emotional corporate image as a whole. Identity The visual aspects that form part of the overall brand. Logo Identifies a business in its simplest form via the use of a mark or icon. Brand name The brand name is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration and such trademarks are called "Registered Trademarks". Advertising spokespersons have also become

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part of some brands, for example:Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes.

Types of brand names

Brand names come in many styles. A few include: 1) Initialism: A name made of initials such as UPS or IBM 2) Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus 3) Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts 4) Evocative: Names that evoke a relevant vivid image like Amazon or Crest 5) Neologisms: Completely made-up words like Wii or Kodak 6) Foreign word: Adoption of a word from another language like Volvo or Samsung 7) Founders' names: Using the names of real people,and founder's name like Hewlett-Packard, Dell or Disney 8) Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film 9) Personification: Many brands take their names from myth like Nike. The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from commontable salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid orKleenex, which are often used to describe any brand of adhesive bandage or any brand of facial tissue respectively.

Brand identity
The outward expression of a brand including its name, trademark, communications, and visual appearance is brand identity. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name

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should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand. Brand identity needs to focus on authentic qualities real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.

Brand trust
Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of Brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, perception of premium, and acceptance of temporary quality deficiencies. The Brand Trust Report is a syndicated primary research that has elaborated on this metric of brand trust. It is a result of action, behavior, communication and attitude of an entity, with the most Trust results emerging from its action component. Action of the entity is most important in creating trust in all those audiences who directly engage with the brand, the primary experience carrying primary audiences. However, the tools of communications play a vital role in transferring the trust experience to audiences which have never experienced the brand, the all important

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Visual brand identity

The recognition and perception of a brand is highly influenced by its visual presentation. A brands visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the principles of that movement simplicity (Mies van der Rohes principle of "Less is more") and geometric abstraction.

Derived brands
In this case the supplier of a key component, used by a number of suppliers of the endproduct, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel, which positions itself in the PC market with the slogan (and sticker) "Intel Inside".

Brand extension and brand dilution

The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives. There is a difference between brand extension and line extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents. The risk of over-extension is brand dilution where the brand loses its brand associations with a market segment, product area, or quality, price or cachet.

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Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to preempt others entering the market. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the business separate from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process.

Private labels
Private label brands, also called own brands, or store brands have become popular. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.

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Individual and organizational brands

There are kinds of branding that treat individuals and organizations as the products to be branded. Personal branding treats persons and their careers as brands. The term is thought to have been first used in a 1997 article by Tom Peters. Faith branding treats religious figures and organizations as brands. Religious media expert Phil Cooke has written that faith branding handles the question of how to express faith in a media-dominated culture. Nation branding works with the perception and reputation of countries as brands.

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What is branding?
Introduction
Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a brand or a brand name. Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?

What is Branding?
There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or its products and separate them from the competition. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesse s name or the name of a product, although it can also include the name of a feature or style of a product. The overall branding of a company or product can also stretch to a logo, symbol, or even design features (e.g. regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services. For example: The Nike brand name is known throughout the world, people can identify the name and logo even if they have never bought any of their products. However, not only is the company name a brand, but the logo (The tick symbol) is also a strong piece of branding in its own right. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone. The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.

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How Can Branding Benefit My Business?

Recognition and Loyalty
The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/ image helps to keep your company image in the mind of your potential customers. If your business sells products that are often bought on impulse, a customer recognising your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business.

Image of Size
A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is. An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time.

Image of Quality
A strong brand projects an image of quality in your business; many people see the brand as a part of a product or service that helps to show its quality and value. It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality. If you can create effective branding, then over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time.

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For example: The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. However, constant bad publicity about the quality of the product has severely damaged the image of the brand, and sales have dropped for each of the past several years.

Image of Experience and Reliability

A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.

Multiple Products
If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you. For Example: Sony sells televisions, music equipment, consoles, camcorders, DVD players, video players, and etc all under the Sony brand name. You can also create separate brand names for your product ranges, allowing people to see your brand name, and then use the range brand name to work out what they wish to buy. For Example: Cadburys makes a range of confectionary under many different sub-brand names such as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand, but all feature the Cadburys brand name on the packaging.

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Branding in Education
The Fundamentals of Integrated Marketing and Branding Over the last 10 years, a paradigm shift has occurred with regard to the role of marketing in higher education. In the early 1990s, most colleges and universities had admission offices and development teams. These offices were fundamentally responsible for selling the institution to prospective students and donors. Unlike commercial organizations, higher education lacked the marketing function completely. We had the equivalent of a sales team, but no marketing department. As the marketing department has emerged, colleges and universities have begun to embrace the fundamentals principles of integrated marketing and branding including: A brand is the sum total of all associations that are made with an organization or product. Branding involves concerted efforts to influence desired brand associations; the process that moves an organization from existing to desired brand. There are two key principles of branding; Differentiation and integration. Differentiation suggests that the only sustainable market position is one in which an organization is offering something significantly different and better than its competitors; These differentiators must evolve from current brand associations and must be infused into the educational experience in very real ways to be credible. Integration involves ensuring that all marketing communications (campus-wide) are reinforcing the same core differentiators; This includes marketing activities being implemented by admissions, development, the academic divisions/departments, university relations, etc.

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An institutions brand should drive marketing strategies but that it should also give the institution something to live up to. Volvo invests millions of dollars annually to live up to its brand of manufacturing safe automobiles.

Nordstrom provides extensive training to employees to live up to its brand of offering superior customer service. A brand which is not supported by an organizations strategic business decisions is hollow and ineffective.

Research is required to identify an institutions current brand associations and relevant differentiators. Institutions of higher learning are inherently inwardly focused; But effective branding requires a critical understanding of consumer needs and perceptions.

Every university should have a documented positioning statement and brand strategy. Marketing plans are fluid and change over time as new information and opportunities become available. But, the brand strategy should remain intact over a long period of time.

Faculty and staff should be intimately involved in developing a universitys brand strategy. The biggest barrier to integrated marketing on most college/university campuses is organizational structure; Truly integrated marketing requires extensive coordination across department and divisional silos.

The purpose of the marketing function is to drive existing and new revenue sources; Thus, the success of marketing and branding initiatives should be tied to revenue generation from enrollment, fundraising, and other sources.

Positioning Statement Most colleges and universities have myriad marketing tactics being implemented from within many corners of the institution. What many, lack, however, is a common same page or one voice from which these marketing communications stem. A positioning statement is designed to establish that same page by providing all campus marketers with direction on the manner in which the institution will be promoted through all marketing communications. A positioning statement must describe attributes that are truly unique within an institutions competitive set. Essentially, the positioning focuses on what the institutions competitors do not, or will not, offer. And those attributes must have significant appeal among the institutions target

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audiences. The challenging aspect of developing a positioning statement is that it requires an organization to take a position. Taking a position on any issue leads to acceptance by some and rejection by others. In marketing, taking a position or emphasizing a core attribute that is relevant to a target audience is more effective than trying to be all things to all people, a strategy common in higher education. Goucher College, for example, recently moved to require that all students will participate in study abroad. This increased the appeal of the College to some prospects while decreasing the appeal among many others. But, enrollment in the year following this decision was the highest in the Colleges history and 12.5% higher than the next record enrollment year. By taking a position (though unattractive to some), Goucher College was significantly differentiated from its competition and became the preferred option among a significant segment of its prospects. The Goucher example illustrates the extent to which a positioning statement has impact far beyond just the manner in which an institution is marketed. The positioning establishes a promise that an organization must live up to; Living the brand can be the most difficult aspect of the branding process. If a university develops a brand strategy centering on the concept of providing personal attention, strategic business decisions need to made and implemented to assure that the majority of students actually receive the personal attention the marketing communications promise. If a university is positioned as the low-cost option within its competitive set, it will have difficulty maintaining its marketing position through significant increases in tuition and fees. If a university is positioned based on the strength of a particular academic school or college, investments need to be made to ensure maintenance of that best in class status. Ideally, a university positioning statement is developed with extensive involvement from faculty and staff. After all, the positioning will need to be embraced and reinforced by the campus community in order to be effective. University leadership, including the board of trustees, need to endorse the positioning and recognize their role in making decisions which reinforce the brand. It is important to mention that the position neednt fully encompass the mission of an institution. Mission is a broader concept than position. A universitys position should stem from or be aligned with the institutions mission, but does not need to emphasize all aspects of it.

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The actual positioning statement is an internal statement. It is the starting point for telling the story of what makes an organization different. It is the only story that should be told in order to send consistent, focused and aligned messages designed to support the time-consuming process of brand building.

A positioning statement is NOT:

Ad copy thats the work of a creative services agency. It is the foundation of the creative strategy; The starting point for all editorial and design. An exhaustive list of features. In fact, it requires the conscious relegation of some messages to a much lower hierarchy. Why? Because you cant tell your audience everything, you can only tell them whats most important. A promise the organization cannot live up to. Rather, it puts in the best possible light what we can actually deliver to our stakeholders. Equally focused on the needs of all stakeholders. Rather, it must be primarily aimed at the stakeholders that have the greatest impact on revenue, typically prospective students for a tuition driven institution.

The Future
In the future, more colleges and universities will have a documented brand strategy, independent of the marketing plan. The brand strategy will provide the foundation for marketing communications institution wide from recruitment publications to the Website, from fundraising materials to the presidents speeches, and from press releases to advertisements. These formalized brand strategies will help institutions differentiate and build unique brands so that our target audiences will have an easier time making decisions about where they fit. When our audiences understand better who we are and what we do best, our recruitment and fundraising operations will produce better results.

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Branding of paramedical college.

Factors found while positioning KCPS.
With over 500 paramedical colleges approved as well as unapproved (i.e. neither approved by AICTE, IGNOU nor affiliated to any regular university) paramedical colleges competition immensely intense. As paramedical courses are new in education sector these courses lack awareness as well, and face competition from the traditional courses as well like Bsc & Bsc IT. Students are still unaware about these courses and hesitate to take admission because they think these courses will have no scope in future. So the first step is to create awareness about these courses through proper right media, as well as branding our college also within the limited competition till date. Location has been an important aspect of the image being created with Mumbai, Delhi, Chennai, banglore and pune having edge over other cities. Today the time has come to look at the elements of brand more closely (what the brand stands for), design communication for impact chosen target markets, and increasingly provide salience. Yes, word of mouth is the best for any educational instution , however, with, the huge investments that are going in, the need to pay back is quickly increasing. Brand salience/visibility /impact are essential. Creating communication that draw attention, create impact which is memorable and comprehensible by target audience are also equally important. Creating a unique brand needs to build synergizing of a higher educational brand. To understand what these elements are, we need to look at the needs of the three important stake holders 1. Students 2. Parents and 3. Employers (corporate) The criterion used to evaluate a paramedical college by these stake holders is crucial to the understanding of how to position a paramedical college (KCPS).

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The various aspects one needs to consider including the following. First one needs to build points of parity with competing institution and then choose some elements that can be differentiators. 1. Infrastructure:This include faade, library, class room and facilities within computer labs as well as pathology lab and different observation room as well as fully equipped operation theatre which will help in better education for students. Just a college with fully marbled and granite cannot be a differentiator. 2. Placement:The brand names of the companies and the starting pay packages after completing these bsc courses are also equally important. These are the FAQ that what will be the pay after completing these courses, their main concern is high paying job. Careers and learning are surely pass. 3. Location:This includes location within city, the milieu in which the institution is located. Education hubs are usually proffered. 4. Student experience:Air conditioned classrooms, interactive white boards, quality and sociability of peers, class size, attitude of faculty (service provider), food, opportunity to visit different hospitals and getting interacted with senior and skilled persons in the paramedical fields, hands on experience on latest technology (1.5 tesla), reception, perceived fairness in examinations, physical evidence in terms of marks sheet/certificates and many, many more things. This is all inclusive and listing all the aspects of the experience is really not necessary.

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5. Institute reputation and visibility:Popular ranking, visibility among employers and general public (need to pass out from a well known institution), rating among similar institution and associations with brand names for recruitment and governance. 6. Faculty:Institutions they studied in, attitude, research, engagement / experience with industry, knowledge of subjects being taught, communication skills, willingness to mentor individual student and may be even turnout. 7. Research:Quality and quantity of research churned out. Journals and other publications. Research provides a link with industry and potential for innovation. 8. Quality of intake:Eligibility and entry requirements, past students and their qualifying marks. 9. Costs:Management of paramedical colleges normally mention tuition fee however, students and parents are more interested in total cost of acquiring the qualification. 10. Curriculum:The degree offered, accreditation, number of specialization and type of specializations, semester or trimester system and industry friendliness of the curriculum. Having listed the criteria for positioning a paramedical college, the obvious next step would be to come up with what actions and communication tools does one use.

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Brand communications are the means of creating, evolving or enhancing a brand positioning on the basis of managing its perceptions in the market. At KCPS, I understood that we must strive to establish our own basis for value. Most do this today by emphasizing quality of functional attributes that resemble those of many other colleges. Strong faculty Prestigious alumni Broad course range

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India Education Industry Demand and Opportunities.

The report Education Industry demand and Opportunities- India gives a detailed description of industry performance, formal and non-formal education system, market size by segments and student enrolment by segments. It also talks about industry trends and growth potential of foreign universities. There are many players participating in the market, Educomp Solutions, Everonn Systems and NIIT are the largest players within the space. The present report has profiled these three players with business overview, financial performance and business strategies.

Education industry is one of the fastest developing sector worldwide, generating large scale revenues and employment. The Global education industry is the second-largest industry after healthcare. It had a market size of ~US$ ~ trillion in 2009 grew from US$~ trillion in 2007. In terms of geography, the US has the largest share in the global education market. The global number of mobile students has increased 53% since 1999. China sends the maximum number of students abroad for global education and the United States hosts the maximum number of students globally.

In India, Private professional institutes are expanding with a strong growth rate which has opened the doors for foreign universities. These days coaching classes are gaining popularity due to rising competition and heavy load of studies. Also there is an opportunity in the test preparation market in India, though institutes are expanding with a continuous growth rate but still there is high potential of growth. The report Education Industry demand and Opportunities- India gives a detailed description of industry performance, formal and non-formal education system, market size by segments and student enrolment by segments. It also talks about industry trends and growth potential of foreign universities. There are many players participating in the market, Educomp Solutions, Everonn Systems and NIIT are the largest players within the space. The present report has profiled these three players with business overview, financial performance and business strategies.

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Key Findings
- Private sector has a strong hold in education industry starting from pre-schools to universities, formal IES accounts for almost US$~ billion, non-formal IES US$~ billion and together almost US$~ billion in 2009 - In terms of total education market revenue, K-12 contribution is the highest as the market size for K-12 school is the biggest in India as compared to other professional courses. By 2012 the overall pre-school market is expected to cross US$~ billion, the organized segment is expected to grow faster. - Educomp is the industry leader in K-12 segment, also has an 18-24 month lead in multimedia within schools, its K-12 programme. - The Gross Enrollment Ratio (GER) in higher education in India (percent of relevant age group enrolled in higher education) is estimated at 11%. In comparison, enrollments levels are 60% in the US and 16% in China. - The Non-formal education market has reached to the level of US$~ billion and expected to grow with a CAGR of 13.23% (US$~ billion) by 2012. - The worldwide market for online tutoring is estimated to be in the region of US$~ billion. India now earns around US$~ million per year from online tutoring. The franchise industry is in its early stage of development in India.

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Newspaper Advertising.
Newspaper advertising is one of the most common ways to advertise in many countries. Often cheaper than broadcast advertising, newspaper advertising usually provides advantages of greater market share in many locations. Also, newspaper advertising does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement. Newspaper advertising comes in two major divisions: display or classified. Newspaper ads considered display ads are those that span multiple columns horizontally and often include graphics and borders. Classified newspaper advertising is in-column advertising that follows the natural flow of the column down the page vertically. Classified advertising is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Although not traditional to classified ads, many publications offer small graphics and borders with classified ads. Classified ads are usually found in a specific section. Display ads are generally higher profile ads that take up, in many cases, significant portions of the page. Typically, displays ads may take up an eighth, quarter, half or full page. In some cases, the ad may take up two facing pages, those these ads are rare in newspaper advertising simply because of the cost. Display ads may either be in color or black and white, with the color option costing more. Display ads can be found throughout the paper. In many cases, newspapers offer services to advertisers to help them design effective display pieces. In all cases, the advertiser has the right to refuse or accept this service. In some cases, the newspaper may choose not to publish an ad that it deems offensive or libelous. However, newspapers must be careful when rejecting ads and often work with the advertiser to revise the ad so it is suitable for publication. In a relatively new development, some newspapers offer a package of advertising that not only includes newspaper advertising but online advertising on the newspaper's Web site as well. This helps alleviate fears among some advertisers that their target audience may not be reading the

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newspaper, but simply going online. Most newspapers that have Web sites offer some sort of online advertising in addition to their newspaper advertising, though not all publications package the two together.

Here working with Kohinoor College Paramedical Sciences (KCPS) I have got the opportunity to deal with marketing executives of different newspapers. KCPS has taken help of various newspapers in Mumbai to promote their brand.

Here my job was to collect the advertising rate from their respective marketing executives and then negotiate for the best possible rate with them. Few of the newspapers advertising agencies KCPS have advertised with are, Maharashtra Times. Hindustan Times. Loksatta. DNA Reknor. After the negotiation part was done the next part was to get the article designed and send it to advertising agencies for printing purpose. The article where off different dimensions according to the size the rate varies. The article was designed by Kohinoor designed cell department itself with the help of Mr. Uday.

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Here are the few advertising Rates. As per our discussion, kindly find the final proposal. Kindly note for Loksatta Carrer Vruttant Advertorial "Advt" or "Space marketing intiative" should be specified in the creative. Do let me know for any queries. Publication Edition Position Hue Size (sq. cm) 180 insertion Card cost

Investment 375000

Option Loksatta 1 Career Vruttant Advertorial

Mumbai

Page 3

Color

2 1

1730 622800 915 541680

MUmbai Page 3

Black 592 & white

Offer from Maharashtra times. 1. Edit write up in the two page report only on the Pharmacy Careers, Ayurvedic Careers, Para Medical Careers, Listing of the colleges of the mentioned careers in Mumbai. Profile of the institute, facilities, admission process, Entrance examination etc, will be the content of the feature. 2. A Special Rate of Rs 1000/-per sq cm would be offered to you in place of Rs 1510/-+ 20 % loadings per sqcm.which is the Maharashtra Times Main Issue Rate. 3. The circulation of this report will be trough out Mumbai, since it happens to be a report in our Maharashtra Times Mumbai Main Issue. Circulation: 3.25 Lacs Readership: 9.47 Lacs Rate: Rs 1000/Advt Size: 240 sqcm and above. Looking forward for your institutes participation Ms Meghna K Manager Times Response 9819629521

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Hoardings.
A billboard (sometimes also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board); typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments. Posters are the other common form of billboard advertising, located chiefly in commercial and industrial areas on primary and secondary arterial roads. Posters are a smaller format than bulletins and are viewed principally by residents and commuter traffic, with some pedestrian exposure. Billboard advertisements are designed to catch a person's attention and create a memorable impression very quickly, leaving the reader thinking about the advertisement after they have driven past it. They have to be readable in a very short time because they are usually read while being passed at high speeds. Thus there are usually only a few words, in large print, and a humorous or arresting image in brilliant color. Our outdoor advertising contract was given to AKSHAR advertising solutions. We have displayed our outdoor advertisement on various number of railway stations across Mumbai FOB (Foot over bridge).The size of the hoarding was 8 ft. width and 3 ft height. On railway central line railway station, whereas on western line the size was changed to 8 ft. width and 4 ft height. We have also displayed our Bill board outside Dadar railway station with a size of 36 ft. width and 5 ft height. Here my responsibilities at the initial stages were to search for the best railway station where we can advertise after that on the particular railway station finds the best place to display our hoardings which will serve our purpose to attract our target group. After that I have to negotiate with Mr. Alok Sharma (Marketing executive) Akshar solutions for the best possible

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rates. After that getting the ART work done by Kohinoor designed cell and getting approved by our programme head Mrs. Sonal Satelkar, and finally after the approval sending back to akshar solutions. Once the hoardings where put up on FOBs and station I have to visit the sites to see the placements of hoardings and convey to AKSHAR if any changes required or any or else change the hoardings if any damaged have been done. Hoardings for central line railway stations.( 8ft w x 3ft h)

Hoardings for DADAR railway station.( 36ft w x 5ft h)

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Documentation for AICTE approval.

About AICTE
(i) Background for establishment of AICTE On the recommendation of Central Advisory Board of Education (CABE) the All India Council for Technical Education (AICTE) was set up in November, 1945 as a national level apex advisory body to stimulate, co-ordinate and control the provision of facilities for technical Education needed for industrial development in the post-war period in the country. independence in 1947, India embarked upon planned economic development. After A number of technical institutions were opened in all parts of the country. During the eighties policy shift permitted involvement of private and voluntary organizations in setting up of technical institutions on selffinancing (un-aided) basis. This ushered in as era of unprecedented growth of technical education system. The National Policy on Education, 1986 stipulated that AICTE be vested with statutory authority for planning, formulation and maintenance of norms and standards, quality assurance through accreditation, funding in priority areas, monitoring and evaluation, maintaining parity of certification and awards and ensuring co-ordinated and integrated development and management of technical education in the country. (ii) Provision in the AICTE Act, 1987 The All India Council for Technical Education Act, 1987 (No.52 of 1987) was enacted To provide for the establishment of an All India Council for Technical Education with a view to the proper planning and co-ordinated development of the technical education system throughout the country, the promotion of qualitative improvement of such education in relation to planned quantitative growth and the regulation and proper maintenance of norms and standards in the technical education system and for matters connected herewith. 2. The Act came into force w.e.f. March 28, 1988. The statutory All India Council for Technical Education was established on May 12, 1988

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(iii) Main objectives of AICTE The main objectives of AICTE are:Promotion of quality in technical education. Planned and co-ordinated development of technical education system in the country. Regulation and maintenance of norms and standards in the technical education system. (iv) Responsibilities of AICTE The responsibilities entrusted to the Council through the AICTE Act broadly are:Give policy directions for proper planning and co-ordinated development of the technical education system in the country. Promotion of qualitative improvements in relation to planned quantitative growth of technical education. Review, regulation and proper maintenance of norms and standards in the technical education system and matters connected therewith. Assessment of manpower requirement to liaise with State Governments, Universities and other statutory bodies. (v) Technical Education As per the provisions in the AICTE Act, Technical Education means programmes of education, research and training in the following fields: Engineering Technology Architecture Town Planning Management Pharmacy Applied Arts and Crafts

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Such other programmes or areas as the Central Govt. may declare in consultation with the Council by a gazette notification. Kohinoor College of paramedical sciences started their paramedical courses with IGNOU (Indira Gandhi national Open University) in the year 2011. But in the year 2012 the management had decided to tie up with AICTE because the students in Mumbai will prefer Mumbai University than IGNOU and our target audience is local students residing in Mumbai and Maharashtra. Management had also decided to propose some new paramedical courses which will be also getting affiliation from AICTE. New proposed courses for approval from AICTE. 1) BPMT- Cardiology 2) BPMT- Neurology 3) BPMT- Renal dialysis 4) BPMT Emergency Medical Services 5) BPMT- Operation Theater 6) BPMT- Endoscopy 7) BPMT- Blood transfusion

Since our management has shown interest in getting affiliated with AICTE, they have asked KCPS to work on the syllabus for the 3 years degree programme of paramedical courses. And send them scheme of studies as well as detailed courses of the same. The responsibility of documentation was under Dr. Nidhi Kewalramani medical co-ordinator of KCPS. I was assisting her in the documentation process by searching for the syllabus on internet portals, and by consulting doctors of Kohinoor Hospital as well as teaching staff of KCPS.

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Brochure & flyer designing.

There is a peculiar comfort in a brochure. It's easy to feel that if you've got one, you've taken care of marketing. Or most of it, at least. Brochures, then, are too often done "...because everybody has one," rather than as part of a thoughtful marketing plan. A brochure, in this context, is a pamphlet or booklet that describes a firm, a facility or a service. It may be used to explain all or a segment of the firm's services, or how the firm functions in a particular industry, or addresses a specific problem. Despite the values inherent in well-done brochures, there are some pervasive misconceptions that substantially undermine their very real value to sound marketing. Perhaps the most expensive misconception is that brochures sell -- that a prospective client will read a brochure loaded with glowing adjectives, and sign a contract as a result of it. To assume, too, that people read brochures thoroughly and carefully is another trap. In fact, a brochure, no matter how attractive or thorough, is usually simply glanced at. It may be read in conjunction with other material, to get an overall impression of a firm. But it's rarely devoured like a novel. There's a tendency to forget that publications strongly compete against one another -- and against other marketing literature -- for a prospective client's attention. Your brochure is rarely the lone voice in a wilderness. Nor can a brochure be merely selfserving, ignoring the needs of the reader. The brochure that sings the praises of oneself may fulfill egos, but rarely will it fill coffers. For all that a good brochure can contribute to a marketing program, it's rarely the keystone of a total marketing effort, nor should it be. But as an adjunct to a marketing plan, it can be powerful.

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The Power of the Well-Designed Brochure In conjunction with other marketing tools, brochures... Are tangible, with staying power. They give dimension and weight to anything you say about your firm and capabilities. Can demonstrate a firm's most valuable asset -- its intellectual capital. Catalog and describe a firm's capabilities, facilities, expertise, or point of view, all in best light. Can supply valuable information, redounding to the benefit of the source. Give visual dimension to a firm. A well-designed, attractive publication implies a wellrun, efficient organization. Give legitimacy to a new facility or service. A new practice in an existing firm, for example, becomes tangible to both its prospective clientele and the firm itself when it appears in print.

When is a Brochure not indicated?

A brochure is distinctly contraindicated when... It's not part of a plan that delineates why it's being done, and how it's going to be used. There is no clear view of how it will demonstrate the firm's intellectual capital. There are better ways to accomplish the objectives set for the brochure. It can't be done with a professional and businesslike appearance.

The Basic Questions

Within the context of even the simplest marketing program, thinking about brochures should begin with the very basic questions...

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 Who is our audience, and what do we want them to know, think, or feel after they've read my publication? What are we trying to accomplish with this publication in terms of the overall marketing program? How will the brochure be used in conjunction with other marketing tools? Will some other marketing tool better accomplish what we want the brochure to do? How will the publication be delivered? Understand positioning -- What is the one most important thing about your service that meets the most significant need of your prospective clientele? That position should be at the crux of your brochure the guiding and impelling factor that drives the thrust of your brochure. (A classic example of how a position works was the sign in the war room during President Clintons first election campaign Its the economy stupid. It told the campaign staff that the economy was the primary concern of the electorate, and that every messaged, speech, or piece of literature must have that position as the driver.) The answers to these questions will, in turn, focus the objectives of the brochure, and lead to developing a more effective document. The format is dictated not by arbitrary choice, but by the role the brochure is to play in the marketing plan. Too often, the graphic designer is called in before the writer, and before the brochure's marketing role is defined. This subordinates the message to the design, almost invariably resulting in a visually attractive publication that diminishes or fails to serve the communications or marketing objective. In fact, be sure that the designer understands that the message is in the text, not the design. Let the text do its work. Still, publications should be professionally designed, written and produced. Amateurism will say things about your firms that are unflattering and counterproductive. If appearance is not the primary factor, desktop publishing may be sufficient. But a brochure to rest on the desks of CEOs of prospective clients should not be home produced. The art of writing a brochure is exactly that -- an art. But in writing brochures for a law or accounting firm there are some distinct considerations that can make the difference between a brochure that accomplishes your objectives and one that doesn't.

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The thoughtful, and most useful, brochure for a professional firm must solve a major problem -how do we describe our facilities and services in ways that differentiate us from our competitors, and at the same project quality? Ethics, of course, preclude comparison, which forecloses a classic marketing device. One problem one nagging problem remains. How do you get the message across without using the same language that everybody else uses, and saying the same things that everybody else says? How do you distinguish one professional firm from another, when you can't use adjectives? No problem is more vexing than this. That's the dilemma. With a product, you can make a distinction. You can make a claim, and maybe even prove that claim. "Our bulbs are brighter and last longer than their bulbs." Presumably, you can also say,

"We do better audits, or "We do better briefs," but you can't prove it, and who'd believe it?

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Website.
I think of Web sites as an interactive informative medium that reflects my client's vision of who they are and where they are going. Those who visit not only can experience their vision graphically and audibly, but also able to interact and contribute to the client's vision in a *meaningful manner. To believe that a Web Site is the same as a paper brochure is a mistake. Web sites are that and much much more. When a site is too simple - people only visit once - when there is lots of information they need they will bookmark the site and come back. Web sites are accessed in many different ways, if you believe that people come into a web site only through the main page - think again. With present search engine software individual pages, text or images can be found in seconds.

For me, web sites are used to convey my clients' messages to their customers in as clear and informative way as possible. It is to this end that I strive. The message and information are my primary goals not the tools by which it is created. Today, the most important considerations for clients when investing in an on-line campaign are targeting - 81 percent; brand building - 77 percent; e-commerce - 60 percent; audience reach - 56 percent and click-thru rates to corporate sites - 47 percent. However, satisfaction with online advertising remains mixed, with 24 percent of those surveyed 'dissatisfied' with their online ad campaign and a further 28 percent 'neither satisfied or dissatisfied,' according to a report generated by The Myers Group.

And how many Web Sites are there on the Internet?

Google, the search engine announced (2008) that its total collection of indexed web documents and blogs is 165,058,044,651. (That is 8 billion - which is more than the population of the earth)

In this media there is the possibility of interaction between the sender and the receiver. Additionally, because of the interaction, the sender is also a receiver which is different from other traditional advertising media which "yells" at the viewer without any mode that the viewer can "yell" back. This is something that television, radio or print media cannot do. We can also

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stimulate people's feelings by providing background music to a web page or set of web pages as can be shown by the example of the Images of Eastern Ontario web site. A very powerful tool that is used constantly in the television and radio mediums.

This is why using the Web as a marketing communications tool is very exciting. In the scope of human communications we are going where no person has gone before. That is using a communications medium that is dynamic not static. Meaning it can be easily changed most times in real time and in some cases on a periodic basis without difficulty.

Interactive Web use makes it possible through the use of tools such as HTML, DMHL, Flash, Animated Gifs, Password Protected Areas, JavaScript, JAVA, Active X and CGI (Common Gateway Interfaces) technologies not only to react or interact, but to change the medium through which the communications are made. Few contents of KCPS websites are:1. Introduction: 2. Message from CMD & Programme Head 3. Academic Council 4. Faculty 5. Courses/ Pedagogy 6. Assessment and Grading 7. Infrastructure 8. Facilities 9. Students life 10. Admission Process 11. Mission and vision. 12. Opportunities. 13. Careers.

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KCPS programme head Mrs. Sonal Satelkar have given me the opportunity to work on complete project of launching of KCPS website. Right from collecting the required data from various resources of Kohinoor group and secondary data available and then co-ordinating to Kohinoor group IT team in Kohinoor business school Kurla. Before selecting the contents I have visited several educational websites on internet and decided what all are the necessary contents required on our websites which will serve our purpose of giving the complete information of Kohinoor college of Paramedical Sciences. Once I have collected the data I have co-ordinated with Mr. Rameez Shaikh Jr. Programmer of Kohinoor IT division. He had done the web designing and hosting KCPS website online. For any necessary changes and development I have to contact Mr. Rameez. Apart from that KCPS have also opened a stat counter account where we can check number of visitors each day. And webmaster account to create and upload files on our website.

KCPS Website address www.kcps.ac.in webmaster.kohinoorgroup.co.in

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Inquiries
An inquiry is any process that has the aim of augmenting knowledge, resolving doubt, or solving a problem. A theory of inquiry is an account of the various types of inquiry and a treatment of the ways that each type of inquiry achieves its aim. While working with KCPS I have attended numerous numbers of inquiries telephonic as well as Walk-in. These inquiries were completely related to our paramedical courses Some of the frequently asked questions (FAQ) during inquiries are. 1. Details about each and every course? 2. What is the fee structure? 3. Do you have any hostel facility? 4. Scope after doing these courses? 5. Does our child will be called as a doctor after doing these courses? 6. Which paramedical course has the best scope? 7. Are these courses affiliated to Mumbai University? 8. Is my child eligible to do post graduation or MBA in any field after these courses?

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Promotion of the Brand

Before the brand can be effectively promoted, the desired brand identity (how you want others to perceive the institution) must be defined. A brand rationale, brand attributes, and brand benefits should be clearly articulated and consistently reflect the institution's values while aligning with constituent expectations. As previously suggested, the brand lives in the hearts and minds of those we serve. Consequently, the logical place to begin defining the brand identity is with an assessment of the existing brand image for various constituent groups valued by the institution. Though the assessment can take many forms, the desired outcome is to gain insight into the current reality. The current reality is then compared against the institution's vision for its brand identity to determine where gaps between the two exist. Recognized gaps enable marketers to target a brand strategyincreasing the probability of achieving related institutional objectives. A targeted brand strategy fosters effective positioning of a school's brand among competitors along with the management of brand assets such as institutional image, brand equity, the brand message, and the promise inherent in the brand message. Too often, the brand strategy is devoid of any assessment data and thus, positioning and messaging are not grounded in the current reality or a gap analysis linked to institutional aspirations. The end result is typically a failed promotional campaign defined by empty or unfulfilled promises. Brand tactics emanating from a sound brand strategy yield successful promotional campaigns infinitely more often than the fragmented "flavor of the month" or the panic-driven "let's try anything" approaches common at many colleges and universities. For example, market segmentation inspired by a brand strategy focuses efforts on target populations who, if compelled to enroll, persist, advocate for, or financially support the institution, will impact strategic goals of the college more so than other potential segments. Likewise, a brand message spawn from a brand strategy is likely to have a laser focus that reflects the essence of the institution rather than the whims of a marketer or preferences of current students or administrators. Assuming that brand tactics are aligned with the brand strategy and that brand strategy is aligned with the institution's mission and values, there are five universal tactics that should be employed.

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Seek to understand constituent needs. Surveys, focus groups, observations, a review of historical data, and the like are used to collect information for pattern matching of constituent behaviors and understandings that reflect their needs of the institution. Identify market segments that are highly valued by the institution. Define the characteristics of each segment, including motivators and barriers to supporting the institution's objectives. Determine which brand attributes will remove or lessen identified barriers and exploit motivators. To illustrate, consider the market segment of out-of-state prospective students. Potential barriers may be distance from home or the perception that the school is a "suitcase campus." Motivators might include the reputation of a high profile academic program, tuition reciprocity, or the desire to experience new places. Use relevant brand attributes to effectively position the institution against would-be competitors. What are your institutional strengths and competitor weaknesses associated with the needs of a particular market segment? How can you capture this niche and defend it against all who seek to encroach upon your market space? Differentiate the institution from competitors through relevant communications. While remaining true to the corporate brand message, spin the marketing message in a way that differentiates your institution from competitors and is relevant to the targeted segment. Describe how their unique needs will be met by your institution (often referred to as a value proposition). Convey to them how your value proposition is different from direct competitors. Beyond the tactics themselves, practical matters of implementation must be addressed as well. What communication channels will be most effective in delivering the message? Who will have the most influence over the targeted population and hence, should deliver the message? When will the message most likely influence decision-making? What resources and infrastructure are needed to ensure successful implementation? How will the quality of execution be monitored? How will effectiveness of the brand promotional efforts be measured? The degree to which due diligence is performed prior to launching the branding campaign determines the success of the campaign. Even with careful planning and near-perfect execution, brand promotion is a hollow endeavor if a constituent's experience with the college or university

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is incongruent with the brand message. Delivering on the promise of the brand is the single most important aspect of branding a higher education institution.

Delivering on the Promise of the Brand

Many higher education marketing professionals believe their institution does not have a brand. Nothing could be further from the truth. A more accurate assessment would be that their institutions have failed to manage their brand. At colleges and universities where positive constituent experiences occur by chance or randomly rather than through a tightly integrated, promise-driven, and planned approach, a brand exists, but it suffers from benign neglect. To effectively shape how constituents view an institution, you must begin first by understanding the promise inherent in the existing brand or the brand the school aspires to have. Such promises are often subtle and always symbolic. The power of symbolism should not be underestimated. Put simply, there must be congruence between what an institution claims to be and what its constituents actually experience when they interact with any individual or unit affiliated with the campus. Once the brand promise is broadly understood, there are five steps to ensuring consistent delivery of the promise of the brand. Define the brand promise. The definition must be based on the institution's personality congruent with what the institution espouses to be and more importantly, consistent with institutional behavior. Most colleges and universities have clearly articulated core values, which should be fundamental elements of the brand promise definition. These values and thus, the brand promise must be relevant both to internal and external constituents. Employees, for example, must passionately believe in and care about the promise for it to be authentically delivered through the educational experience and student services. Relevancy does not equate to standardized adoption, but instead it translates to individualized interpretations and behavior associated with the promise. Hence, the promise must be malleable enough to be accepted and practiced by different subcultures within an institution as well as individuals with their own unique beliefs and values. In the academy, this is the only practical way to strike a balance between the objective of universal adoption and maintaining a modicum of autonomy. Collectively, the college or university community must define desired expectations and behaviors associated with the promise.

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Live the brand promise. Consider the role of all faculty, staff, and administrators as "institutional trust agents." In reality, every encounter people have with the institution is a "moment of truth." You have thousands of institutional "moments of truth" every day. Whether the encounter occurs in the classroom, in an administrative office, through a campus event, online, in person, or on the phone, each experience either fosters or erodes institutional trust. Think for a moment about your own personal and professional relationships. Is there a single valued relationship in your life that is not built on a foundation of mutual trust? Our students, their families, the school's alumni, and others we serve are fundamentally the same. They will desire a relationship with an institution only if they trust you. Operationalize the brand promise. The promise must be personified through our services, business transactions, human interactions, information delivery, and learning experiences. It must be embedded in the culture and become a part of our institutional DNA. It must be viewed as a covenant between the institution and those we servenever to be broken. Finally, it requires an unfaltering focus on identifying and eradicating promise gaps using some combination of people, processes, pedagogy, and technology. Deliver the brand promise consistently. To achieve consistency, institutions must (1) clearly define the desired constituent experience and (2) ensure the employee experience is aligned with the desired constituent experience. For instance, if a staff member feels mistreated by the institution, it will be virtually impossible for that individual to effectively represent the brand promise to the students they serve. So, to improve consistency of promise delivery to our constituents, we must first create an environment for employees that are conducive to feeling passionate about the organization and its promise. The campus environment must be one that values the contributions of individuals and proactively enhances human capacity. Convey the brand promise. Too often, higher education organizations permit their constituents to form impressions of the institution in an information vacuumusually based on anecdotes, media coverage, and the negative experiences of the few. Effectively conveying the promise requires an ongoing internal and external campaign. It requires careful management of constituent expectations, the promotion of promise delivery successes, as well as intentional efforts to build institutional loyalty over time.

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Conclusion
When marketing units are charged with institutional branding, senior management has unknowingly created a prescription for failure. A marketing department can implement only the promotional aspect of branding. They do not possess the institutional influence or professional expertise to successfully execute the delivery of the brand promise. As this article suggests, brand promotion without the brand promise is often counterproductive. When the expectations generated from promotional activities are incongruent with constituent reality, the image of the institution is tarnished and trust is eroded. To mitigate image and trust issues, adopt a two-pronged approach to brandingpromotion and promise delivery. Branding should not be relegated to just another marketing exercise. First and foremost, it must be about systemic institutional change. Use branding as a catalyst for defining who the institution is and what it aspires to become. If implemented properly, branding can be a means of unifying the campus around a common purpose and vision. That said, you are advised against using the term "branding" to rally the institution around a change effort. To many in academia, branding is an impure concept best left to the commercial sector. So, cast the branding effort in a context that is more palatable such as "institutional promise" or "constituent engagement." With acceptable terminology, a holistic approach, and the necessary antecedents for success in place, the conditions exist to radically improve an institution's image and future reality.

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ANNEXURE
KCPS admission form

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Advertisement in Maharashtra times

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Insertion in Hindustan Times.

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Proposed rates by AKSHAR solutions

Kohinoor Paramedical is looking out to conduct BTL activities & some branding activities across Mumbai. Proposal Month: - May, 2012. Commercials of the Proposal Month Particulars Kurla FOB May Vidyavihar Station Dadar Hoarding Dombivali Station 8 X 3 sq.ft. June Train Exterior Panels Dadar Hoarding Train Exterior Panels Dadar Hoarding (optional) Ghatkopar Radio GRAND TOTAL 88 X 24 36 X 5 sq.ft. 88 X 24 36 X 5 sq.ft. 8 X 3 sq.ft. 1 no. 1 no. 1 no. 1 no. 10 nos. 70000/32000/70000/32000/4300/70000/32000/70000/32000/43000/158000/550000/20 nos. 3000/SIZE 8 X 3 sq.ft. 8 X 3 sq.ft. 36 X 5 sq.ft. No. of Boards 20 nos. 10 nos. 1 no. Rate per Month 2350/3800/FOC Amount 47000/38000/----60000/-

July

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Bibliography & webilography.

Bibliography:I. Branding your business by Hammond, James

Webilography:I. II. III. IV. www.marketingteacher.com www.measurebusiness.com http://www.marcusletter.com/Brochure.htm Other websites like:a) www.google.com b) www.wikipedia.com c) www.managementparadise.com

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