Role of Talent Management and Performance Evaluation on the Brand Equity of business schools in Islamabad

Abstract

The objective of this research paper is to find that what brand equity is and its importance in business schools along with talent management and performance evaluation. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. Talent management is a complex procedure for organizations, but organizations need talented employees to maximize their organizational performances. In this situation the real problem is not to search or manage the talents but to provide commitment for retention because from the strategic management view, it is important to make performance sustainable, permanent and high and it is only possible with employee commitment. Within the framework of performance system, our study focused on how talent management affects to the employee commitment. By taking talent management and performance evaluation as our independent variable and brand equity as our dependent variable, to find out the effect of independent on dependent variable (positive effect vs no effect). Sample from 3 major business schools in Islamabad (Nust, Fast and Bahria) has been taken. Further the sample of (N= 40) has been divide into 20, 20 and 10 from each university. Questionnaire tool having 5 question on each variable has been used to gauge the effect of variables. After applying SPSS analysis tools such as crosstab, frequency analysis, correlation and regression it has been concluded that talent management has positive effect on the brand equity of business school which proves out null hypothesis. Second performance evaluation has no effect on the brand equity of business schools which reject our null hypothesis and prove our alternate hypothesis. In order to improve the brand equity, business schools need to adopt effective performance evaluation standards based on allocated percentages of each assessment tool and the overall process must be based on fairness.