Dr. Ranjan Banerjee

12/20

When Dr. Ranjan Banerjee joined S.P. Jain Institute of Management & Research as Dean in 2014, one of the first things he did was to hold Alumni Meets which I attended. I was inspired by his 5-year vision which he had co-created along with the faculty. A few weeks later when I got a call to meet him and discuss the brand, I was honoured to be asked and what followed was a close partnership to rebrand the institute to clearly distinguish it from the other S.P. Jain and also bring out its unique strengths and values compared to other business schools. It was time for brand perception to match reality.

It was a tough balancing act in the meetings to socialise the work before it was launched. I had to wear not only my brand consulting hat but also my alumni hat. We had to listen to views of faculty and alumni but also persuade them. I learnt a lot from watching Ranjan navigate these conversations and sift through which relevant points of feedback needed to be addressed. I love how relentlessly he has executed the brand. Today, SPJIMR is featured at rank 36, tied with IIM-B, in the top 3 in India in the FT Master's in Management 2020 - super exciting for me as a proud alum!

What are your thoughts on the relationship between brand perception and reality?

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