The product portfolio is vast and you have to bear n mind that different market segments will be interested

in different facets of this product. Thats where customization (Make according to requirements) comes in. Complicating this branding exercise further is the fact that there are some elements of this brand, which are meaning full only to students and some which are attractive only to potential recruiters, the alumni, the faculty and the rest of the s takeholders. To satisfy all, we have to offer multiple product lines targeted at different demographics and need profiles. The communication also varies with each segment, which, in fact, adds to the brand attributes. To me, personally, the meaning of the Welingkar brand is the sum total of everything that is known about our institute. An institute is only as g ood as its intellectual capital Faculty, staff, and students. We for instance, dont forget for a moment that our brand is what drives admissions, at tracts faculty, influences corporate recruiting, influences executive education programmes and enhances our ability to develop global tie-ups.