Hall marks of Business School Branding in Asia: Narrative analysis of Promotional Videos

Research Question: What are the elements of top 20 Asian B-schools branding efforts? Research Process: Selecting promotional videos, performing narrative analysis to outline the elements promoted in these videos, and keeping these as benchmarks for other Asian business schools. ABSTRACT Purpose: Increasing trend towards business education, usage of technology affecting course delivery methods, and global competition from international players has made it difficult for business schools to survive. In this regard, branding the business school can help education service providers to stay competitive. Despite the importance of branding business schools, theoretical contribution towards developing business school as a brand has been scarce. The core purpose of this research is to explore the elements of business school branding in Asia. Methodology: Qualitative methods shall be employed by performing narrative analysis of promotional videos developed by top 20 Asian business schools on YouTube. The QS ranking of Asian business schools was considered much reliable and widely used as compared with other organizations offering business school rankings in Asia. Originality: The research is pioneer in nature as the vide research on business school branding is scarce and the contribution of this study lies in its methodological advancement. Further to this, the study will help other Asian business schools in developing their own brands to compete with international U.S and European universities.