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

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...

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Bibliographic Details
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/
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id my.utp.eprints.6122
record_format eprints
spelling my.utp.eprints.61222017-01-19T08:25:41Z Brand Architecture for Business Schools: Is the University or the Benefactor the Brand? H. Shaari, Zullina Areni, Charles H Social Sciences (General) 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) brand relationship spectrum. Results indicate that these business schools adopt brand architectures across the relationship spectrum, but certain regional differences are apparent. In addition, business schools associated with prestigious universities tend to emphasise the university brand, whereas those named after a benefactor are more likely to emphasise the school brand. Monash University 2009 Article NonPeerReviewed application/pdf http://eprints.utp.edu.my/6122/1/ANZMAC2009-559.pdf http://www.anzmac2009.org/ H. Shaari, Zullina and Areni, Charles (2009) Brand Architecture for Business Schools: Is the University or the Benefactor the Brand? Online Proceedings ANZMAC 2009 . http://eprints.utp.edu.my/6122/
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
H. Shaari, Zullina
Areni, Charles
Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
description 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) brand relationship spectrum. Results indicate that these business schools adopt brand architectures across the relationship spectrum, but certain regional differences are apparent. In addition, business schools associated with prestigious universities tend to emphasise the university brand, whereas those named after a benefactor are more likely to emphasise the school brand.
format Article
author H. Shaari, Zullina
Areni, Charles
author_facet H. Shaari, Zullina
Areni, Charles
author_sort H. Shaari, Zullina
title Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
title_short Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
title_full Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
title_fullStr Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
title_full_unstemmed Brand Architecture for Business Schools: Is the University or the Benefactor the Brand?
title_sort brand architecture for business schools: is the university or the benefactor the brand?
publisher Monash University
publishDate 2009
url http://eprints.utp.edu.my/6122/1/ANZMAC2009-559.pdf
http://www.anzmac2009.org/
http://eprints.utp.edu.my/6122/
_version_ 1738655464323809280
score 13.211869

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