Brand ISB
By Harish
Bijoor
Think of a business school in
India. Think ISB.
In many ways, the best thing is
the brand name itself. A brand name that says it all. A brand name that
appropriates for itself the lexicon of business, the geography of India and the
legacy of a school.
The Indian School of Business is
possibly the only business school in India that grew so rapidly in a very short
time to establish itself as one among the best, not only in the country, but
also in the world at large. In ten
short years!
In a market dominated by the
IIM’s and 2201 other AICTE approved Institutes that offered Management
education, ISB kicked off right and kicked off with passion. Its history is one
of a whole series of right-thinking steps that went to cater to an India just
about emerging. Emerging from the old shackles of complete government control
to a completely out of control India and an even more out-of-control world
order, as we subsequently realized.
Let’s trace history. 1996: The
ISB Board is formed. Formed with the best names from all over. From academia
and industry alike. November 1997: A strong association with the Kellogg School
of Management and the Wharton School. December, 1999: The foundation stone is
laid at sleepy old Gachibowli in Hyderabad. That was quick. Quick and
fast-paced as the aspirations of a liberalization-struck India!
What followed was an association
with the London Business School. June 2001 saw Pramath Sinha assume the role of
the Founding Dean of the school. And the rest followed.
Today, the ISB is a brand to
reckon with. A Business school that relies on a backbone of research, high
quality faculty inputs and a world-class infrastructure to deliver its goals.
What started as a start point to provide world-class managers for the
burgeoning Indian market has transcended it all. Today, alumni from the ISB sit
all across the world, driving businesses and enterprises that go to make the
world a better place to live and thrive in.
What’s with this brand then?
In many way’s it is
liberalization’s child. A group of people sat together as early as 1996 and put
together a dream. A dream that desired to supplement India’s liberalization
track and story with managerial power commensurate to future need. The brand is today fulfilling just
that.
I define the brand simply. The
brand is a thought. A thought that lives in a person’s mind. Brand ISB is today a powerful thought
in the minds of the many that matter in the world of business. Its faculty is
highly respected, its infrastructure is copied and its pedagogic standards
emulated by many.
Brand ISB does have the potential
of emerging to be a super-brand in the realm of quality education and research
out of India. What’s unique is its quick climb to the top. The Financial Times
Global MBA rankings list 2011 has the ISB at No.13, rubbing shoulders with the
likes of the London Business School, Wharton, Harvard, Insead and our very own
IIM Ahmedabad. All in 10 years flat! And that’s something to celebrate with
this ‘desi’ brand of ours.
The ISB is a power brand with
potential. Plenty of potential.
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Integrity declaration: ISB is a brand close to my heart. Consider my
view with a pinch, but not a shovel of salt.
Harish Bijoor is a Brand-expert & CEO, Harish Bijoor Consults Inc.
Follow him on Twitter.com @harishbijoor
Mail: harishbijoor@hotmail.com
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