At the Aditya Birla Scholarship party on Saturday, one topic which a lot of people spoke about was about reservations at IITs and IIMs, and the consequent increase in batch size. The general consensus was about reservation being a bad thing and about the strain that is being put on the faculty at IIMs because of the sudden increase in batch size.
As the discussion continued, one popular thread that emerged was about “brand dilution”. About how with people with significantly inferior credentials getting degrees from IITs and IIMs, the brand of these institutes was getting diluted. At that point I disagreed, and I thought I should blog what I said.
The brand of a college that you go to, I said, is useful only for those people who lack a personal brand, and instead try to lean on to brands of institutes they are associated with as a crutch. If you want to really make a name for yourself, I said, you should let go of your institutional crutches and build your own brand. And if you have the self-confidence to do that, the brand of the college you went to shouldn’t matter.
That pretty much ended that discussion right there. What do you think about it? Should we be unduly worried about the “brand value” of the institutions we went to? Or of the companies we work at? Where does leaning on to our “portfolio of brands” stop and creation of our own brand begin?
Coming to think of it now, you can define the brand value of an institution as some sort of a weighted sum of the brand values of people associated with that institution. Right now I’m not bothered about the distribution of those weights. However, irrespective of how the weights are distributed, unless each and every person associated with the institute has equal brand value, there exists at least one person whose brand value is higher than that of the brand value of the institution, and at least one person whose brand value is lower than that of the institution (I’m not bothered about a formal proof of this now, but I guess it is intuitive. Section formulae and all that).
Without loss of generality, we can say that in the universe of people associated with an institution, there is a non-zero set of people whose personal brand values are superior to that of the institution and a non-zero set of people whose personal brand values are inferior to that of the institution. Now, which of these two groups, do you think, would be more likely to want to use the institute’s brand value as a crutch? And which of these two groups would be more concerned about “preserving the institute’s brand value”? I guess that explains why the discussion ended when I said what I said at the party on Saturday.
PS: my apologies if that last bit sounded arrogant.