Abstract
Purpose: This study aims to investigate the impact of methodological changes in the National Institutional Ranking Framework (NIRF) on the branding strategies of the top 20 management institutions in India for the year 2023. Researcher seeks to identify how alterations in ranking parameters affect these institutions' competitive positioning and branding approaches. Design/Methodology: The study employs SWOC (Strengths, Weaknesses, Opportunities, and Challenges) analysis to examine the internal strengths and weaknesses of management institutions, as well as the external opportunities and challenges arising from shifts in NIRF ranking parameters. Data collection involves a comprehensive review of ranking methodologies, institutional profiles available from the secondary source only. Results/Discussion/Analysis: Findings reveal the nuanced impact of methodological changes on branding strategy development. Internal strengths such as academic reputation and faculty expertise can be leveraged to capitalize on new ranking criteria, while weaknesses such as infrastructure limitations may require strategic investments. External opportunities such as emerging industry trends offer avenues for differentiation, while challenges such as increased competition necessitate proactive adaptation. Outcome: The analysis provides actionable insights for management institutions to refine their branding strategies in response to evolving ranking methodologies. By aligning internal capabilities with external opportunities and effectively addressing challenges, institutions can maintain or enhance their competitive advantage in the marketplace. Originality/Value: This study contributes to the literature by offering a systematic analysis of the interplay between ranking methodology changes and branding strategy development in the context of management education. The insights generated are valuable for institutions navigating the dynamic landscape of educational rankings and seeking to optimize their positioning and visibility. Type of Paper: Exploratory Research Analysis
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