XLRI gets new brand & badge

XLRI gets new brand & badge
- B-school includes ‘School of Management’ in its name
PINAKI MAJUMDAR

Jamshedpur, Nov. 28: What’s in a name? Well, almost everything. At least that is what the premier B-school Xavier Labour Relations Institute
(XLRI) believes.

Though a late realisation, the B-school authorities believe that the old name is not in sync with what the school is all about. Therefore, it has decided to incorporate “school of management” into its name, which is XLRI Jamshedpur, School of Management.

The logo of the institute is also undergoing changes. Replacing “Xavier Labour Relations Institute, Jamshedpur” with “Excellence and Integrity, 1949”, the B-school authorities are contemplating to add the word “relationship” in the logo.

“We started off with a curriculum on labour relations. But, since about four decades we are imparting various business management courses, which are not getting reflected in XLRI’s brand name. Keeping this in view, we have incorporated school of management in the new name. The school of management tag, along with the XLRI badge, will give equal importance to all functional areas of management as well as industrial relations,” said Sanjay Patro, a senior professor of marketing and head of values and brands at XLRI.

According to Patro, school of management is a broader term and gives a real perspective. The institute has started collecting feedback from students and faculty on its decision to amend the name and logo, he said. In fact, during the recently concluded “Home Coming-2005”, the XLRI alumni members brainstormed on the issue of name change with the faculty members and the director, Father N. Casimir Raj.

Sharad Sharin, a senior professor, said the new tag wouldgive an extra dimension. “Everybody looks at labour relations when they refer to XLRI. But, the new addition in the name will definitely help them in looking at the institute in a wider perspective,” he explained.