It appears that a new brand tie-up is emerging in Sri Lanka where a well-established corporate entity brands itself with a leading educational institute. As a result of this emerging trend, corporate-academia branding is taken to a whole new level as it enhances value for both parties.
This partnership creates a win-win situation for both the educational institution as well as the corporate sector, as it instils and enhances values as well as a positive image among students, the leaders of tomorrow. From one aspect, the educational institute benefits through the investment in the construction and development of infrastructure and other facilities. The return on investment for the respective company is two-fold. Firstly, the company’s brand is enhanced by way of being associated with a respected and reputed school and secondly, it provides an opportunity for that brand to have a permanent presence within the premises of the school.
Although Sri Lanka is well known for cricket and the island’s national game is volleyball, rugby boasts a large playing population with over 100,000 players and is extensively promoted within schools around the country. Many prestigious brands and organisations have contributed to the development of rugby, with the apparel giant Brandix being widely known for its long-standing interest towards the sport at Royal College, Colombo. Brandix was a key donor in the newly constructed two-tiered pavilion that was declared open in 2013 as the ‘Royal-Brandix Sky Pavilion’ at the Royal College Sports Complex. It is clear to see that Brandix has therefore set a new trend in private sector partnerships amongst school sports.
Such strong and effective partnerships, when carried out at a strategic level, can truly affect and contribute towards most elements of the marketing mix. As it not only creates positive PR but broadens the scope and purpose of an organisation’s marketing strategy and provides an opportunity for the firm to market itself in a variety of different ways that will set it apart from the competition.
This unique initiative from Brandix shows just how valuable it can be when a corporate entity gets involved with an educational institute or more specifically the sports community. Addressing a development need at a more strategic and long-term perspective, with physical infrastructure being the foremost focus is one way in doing so and sets a new wave of trend towards corporate branding in Sri Lanka, with the hope that other entities would benchmark and emulate.