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) 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.