Editor’s Note
Dr. Abu Sayeed Mondal teaches Marketing at Globsyn Business School – which has always been considered to be one of the best MBA colleges in Kolkata. Dr. Mondal has more than 16 years of teaching and industry experience and has taught at different management institutes in West Bengal and served leading corporate houses. Apart from teaching, he has taken an active part in academic administration and institution-building activities. He has published several research papers in UGC Care/Scopus indexed/Web of Science indexed/peer-reviewed journals and authored book chapters, which are indexed in Scopus. He has presented research papers at various international conferences and served as a member of the editorial review board of an international journal indexed in Scopus and Web of Science. Dr. Mondal has served as a visiting faculty member, examiner, and paper setter at well-known universities in West Bengal. He has also participated in workshops/FDPs/training programmes organized by several renowned institutes and corporates.
In today’s highly competitive and information-saturated environment, institutions and brands often struggle to stand out. Markets are crowded with similar promises, comparable offerings, and aggressive messaging, creating a sense of market bewilderment among stakeholders. In such conditions, brand authenticity emerges as a powerful strategic tool to beat competition. Rather than relying on short-term promotional tactics, authentic brands differentiate themselves by staying true to their core purpose, values, and commitments. Authenticity enables institutions to build deeper trust, long-term relationships, and meaningful credibility with their audiences. For educational institutions in particular, authenticity is not merely about reputation—it is about consistently delivering on the promise of transformation and value.
At the heart of brand authenticity lie four fundamental dimensions: continuity, symbolism, integrity, and credibility.
Continuity reflects the ability of an institution to maintain a consistent vision and philosophy over time. Authentic brands evolve with changing environments but remain anchored to their foundational purpose. Continuity creates a sense of stability and reassurance among stakeholders, reinforcing the belief that the institution is guided by long-term commitment rather than short-term opportunism.
Symbolism represents the deeper meaning that a brand communicates beyond its functional offerings. Authentic institutions embody values that inspire and resonate with their community. Symbolism often emerges from the founding vision, institutional culture, and the ideals that shape its identity.
Integrity reflects alignment between promise and practice. It signifies transparency in governance, accountability in decision-making, and a consistent pursuit of excellence. Institutions with integrity remain true to their roots while continuously striving to improve the quality of their academic and institutional ecosystem.
Credibility is the outcome of sustained authenticity. It develops over time through consistent delivery of value, trust built with stakeholders, and a reputation shaped by real impact. Credibility signals that the institution’s claims are supported by tangible outcomes and meaningful engagement with industry and society.
These four dimensions together form the strategic foundation of authentic brands—particularly in the field of management education. Against this backdrop, Globsyn Business School presents an example of how authenticity can shape an institution’s identity and strategic positioning. To be an authentic business school, continuity is essential, and Globsyn demonstrates this through its 25-year legacy since its inception in 2002. Over the years, the institution has consistently pursued the goal of preparing students for real-world business challenges through industry-oriented management education. This continuity has helped the institution build a stable academic culture and long-standing relationships with students, alumni, and corporate partners.
Symbolism at Globsyn Business School is closely linked to the vision of its founder, Bikram Dasgupta. His philosophy of “Taking People to the Next Level” continues to shape the institution’s ethos. This symbolic commitment is reflected in the way the institution designs learning experiences that encourage students to grow not only as professionals but also as individuals capable of making meaningful contributions to organizations and society.
Integrity is another defining dimension of Globsyn’s authenticity. The institution demonstrates its commitment to excellence and transparency in governance, ensuring that its academic and institutional practices remain aligned with its foundational values. Globsyn continues to stay true to its roots while expanding its initiatives beyond conventional education. Strong corporate connect, an active alumni connect, and various beyond-education initiatives reinforce its commitment to holistic development and meaningful engagement with the broader business ecosystem.
Credibility, the ultimate outcome of authenticity, emerges from Globsyn’s focused differentiation strategy. The institution distinguishes itself through its unique approach to academic delivery, governance practices, and community development initiatives. By integrating industry relevance into its curriculum, maintaining responsible governance structures, and encouraging socially oriented engagement, Globsyn builds sustained trust among its stakeholders.
In a marketplace often marked by confusion and competitive noise, authenticity becomes the most enduring strategic advantage. Through continuity of purpose, symbolism of vision, integrity in practice, and credibility in outcomes, Globsyn Business School demonstrates how an educational institution can establish a distinctive and authentic identity in the evolving landscape of management education.
Dr. Abu Sayeed Mondal
Faculty – Marketing
Globsyn Business School