Brand image is the current view of the parents and guardians about a school brand. It can be defined as a unique bundle of associations within the minds of target parents. It signifies what the school brand presently stands for. It is a set of beliefs held about a specific school brand. In short, it is nothing but the parents’ perception about the institute. It is the manner in which a specific school brand is positioned in the market.

Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an institute. It should highlight an institute’s mission and vision to all. The main elements of positive school brand image are- unique logo reflecting institute’s image, slogan describing institute’s vision in brief and brand identifier supporting the key values.

Brand image has not to be created, but is automatically formed. The brand image includes institutes’ appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the parents choose an institute for their child, they are also purchasing school’s image. Positive brand image is exceeding the parents expectations. Positive brand image enhances the goodwill and brand value of an institute.