Author(s): Achutha Jois, Somnath Chakrabarti
As the global economic outlook is uncertain, revenue growth is becoming a bigger challenge, organizations are leveraging their brands to go global. Authors have used case approach to study the globalization journey of brand. Information Technology (IT) sector has been one of the major success stories for Indian economy, Indian IT organizations have undergone major brand transformation to go global however Indian higher education sector is yet to transform. Authors have selected brands from IT and higher education sector for their research work. Research work has tried to analyze the dilemma of both educators and brand managers as dilemma has changed with changing times. Education brands have seen sea of change due to globalization of brands. MNC IT brands such as IBM, Accenture and western education brands such as Harvard, INSEAD have gone transnational to serve widespread international markets. Brands from emerging economies are immense under pressure due to expansion of western brands. Author's research work has focused on global brand building framework and customer (student customer) experience model by observing experience wave created by select IT organizations and Indian higher education institutions.