InsideIIM: Building and Extending a Brand
商品編號：W41533
出版日期：2025/03/14
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：brand architecture;brand strategy;brand extension;brand management;brand portfolio;marketing management;educational technology industry;EdTech;MBA education;brand equity;brand positioning;brand diversification;sub-brand strategy;marketing strategy;business school branding;corporate marketing;brand identity;online education;education technology;strategic marketing;business model innovation;market segmentation
難易度：5 - MBA/Postgraduate
內容長度：12 頁
地域：India
產業：Educational Services
事件年度：2023
Ankit Doshi, founder and chief executive officer of InsideIIM, hoped to expand the InsideIIM brand beyond its established presence in the Indian master of business administration landscape. Initially catering to students aspiring to pursue an masters of business administration degree at one of the prestigious institutions belonging to the Indian Institutes of Management, InsideIIM had grown into a trusted resource for career guidance and entrance exam preparation. In 2024, Doshi envisioned extending the brand’s reach to undergraduate education, school students, and professionals seeking upskilling, while also targeting students aspiring to study abroad. Faced with multiple strategic options, Doshi considered leveraging the InsideIIM brand’s equity, creating distinct sub-brands, or developing a new parent brand to better align with the expanded market segments. Each approach posed unique challenges related to brand identity, market positioning, and operational execution, requiring careful consideration of the potential risks and benefits.
教學手冊：InsideIIM: Building and Extending a Brand - Teaching Note
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