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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| Main Authors: | , |
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| Format: | Article |
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Monash University
2009
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| 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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