- Brand Vision, Objectives, Essence, Culture, Resource, Implementation
Abstract
The study stemmed from the idea of “Action belief gap” in the sense that often institutions talk of ideals and when comes to action, it ends up in indifference to it. Vision statement one such thing, often it remains as a mere rhetoric in many companies. While Customer Based Brand Equity (CBBE) is an external litmus test of brand power, this research is an internal driver of brand and Brand Vision, Brand Objectives,Brand Essence, Brand Culture and Brand Resource and Implementation as variables studied. The study was a pan India one with Business Schools across the nation with the use of questionnaire to find efforts under way to build the brand around the institution. The study being a first of its kind globally, now the questionnaire serves as template for an institution to introspect on their work on branding.