Reimagining Brand Equity in Management Institutions through AI-Enabled Branding: An empirical analysis

Branding in higher education has rapidly shifted from physical, event-based promotion to digital-first engagement, especially after the COVID-19 pandemic. In this evolving environment, management institutions must leverage Artificial Intelligence (AI) to enhance visibility, credibility, and brand equity. This study examines the impact of AI-driven branding strategies on institutional growth, stakeholder trust, and competitive positioning, with a specific focus on management institutions in Karnataka. A mixed-methods research design was adopted, combining descriptive and exploratory approaches. Primary data were collected from 200 MBA faculty members across six regions of Karnataka using structured questionnaires and interviews. Quantitative analysis employed mean, standard deviation, chi-square, and regression techniques, while qualitative insights supported interpretation. Reliability was ensured through pilot testing and Cronbach’s Alpha. The findings reveal that branding is strongly associated with enrolment growth, reputation, and long-term sustainability. AI is widely perceived as a strategic enabler of brand consistency, institutional identity, and competitive advantage, though its potential in personalization and trust-building remains underutilized. Key challenges include high implementation costs, limited technical skills, inadequate training, and data privacy concerns. The study also highlights a clear shift from traditional branding to AI-enabled personalization and virtual engagement in the post-COVID era.