These days brand awareness is increasing steadily and its influence can be seen to the level of choice of schools by parents of school going kids. This project is aimed at determining the influence of brand, if any on the choice of school by parents. Through a survey questionnaire we intend to include the influence of various elements of brand umbrella (brand awareness, brand loyalty, brand image etc.) on choice of schools (branded eg. Eurokids vs. any generic school) by [login to view URL] on this ultimate goal would be to prepare a marketing mix for marketing managers.