Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?

• Main Authors: H. Shaari, Zullina, Areni, Charles
• Format: Article
• Published: Monash University 2009
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utp.edu.my/6122/1/ANZMAC2009-559.pdf; http://www.anzmac2009.org/; http://eprints.utp.edu.my/6122/
• Institution: Universiti Teknologi Petronas

This research highlights the branding strategies employed by the top 30 business schools listed in the Financial Times Global MBA Rankings 2008. Based on a content analysis of brand elements and website content, each business school is classified according to Aaker and Joachmisthaler’s (2000) bra...