Abstract:   Over the last decade, business education is the most demanding subject of interest for students attaining higher education in Pakistan. This has led to fierce competition among the MBA schools and the education industry has become competitive as never before. This study was conducted with a core aim to find out the most influencing factors in developing the business school as a brand in Pakistan from the student’s perspective. A focus group was conducted at different Business schools where undergraduate and graduate students participated in the discussion. A self-administered questionnaire was developed which highlighted the brand name of the Business School, allied resources available to students, design & color of the logo, research opportunities of the students, academic credentials of faculty, and research of the faculty were considered as important factors by the students while developing business schools as a brand. This research was carried out in HEC recognized ‘W’ category Business School in Lahore, Islamabad, and Gujranwala region this study further applied to other business schools in the private sector of Pakistan.

Keywords:   Higher education, brand management, service quality

Publisher:   ILMA UNIVERSITY

Published:   1 June 2010

Issue:   Issue 1 : Volume 6

E-ISSN:   2409-6520

P-ISSN:   2414-8393