Classification & Types of Brand Engagement Activities with respect to K-12 International Schools in India

Abstract

Within the ever-evolving domain of education, K-12 international schools in India are progressively acknowledging the crucial significance of implementing strong brand engagement strategies to effectively navigate the competitive environment. This research study explores the changing importance of brand engagement initiatives in establishing relationships with a wide array of stakeholders, encompassing students, parents, educators, personnel, and the wider community. The research highlights the complex and diverse aspects of brand engagement, classifying various activities into several categories, both in the digital realm and in physical spaces, which collectively contribute to cultivating a robust sense of community, recruiting potential families, and demonstrating the school's dedication to achieving high standards. Education professionals play a crucial role as primary stakeholders in this context, equipped with the expertise to classify and customize marketing tactics according to efficient approaches for diverse target audiences. There are significant implications for a series of engagement activities, too: prospect interaction; alumni reunions; co-operative partnerships and student projects. Each activity has its own important role in building healthy connections, strengthening community solidarity and creating conditions that give schools a competitive edge in the ever-changing educational market. The objective here is to offer educationalists a comprehensive reference work that examines and explains successful methods of engaging with the brand in India's highly competitive K-12 international school market. The lessons learned can also help design targeted marketing plans, navigate cultural differences and refine educational opportunities. This is important information for those people responsible in the educational setting who put together brand engagement strategies.