University Brand vs. B-School Brand: How to Coordinate for Maximum Visibility


The university brand. The business school brand. The various program brands. Does it ever seem there are so
many brands that it’s hard to keep them straight—not to mention keep track of their unique characteristics
and strategies? Let us help you. Led by a marketing expert who will pose key questions and manage the
Q&A, this session will showcase how the University of Edinburgh and the American University pulled
different brands together into one powerful message while participating in their university-wide branding
initiatives. You’ll leave the session with at least five take-aways about how to participate in or incorporate
university branding into your business school.

SIMON EARP, Corporate Development Director, University of Edinburgh Business School
LARA M. KLINE, Assistant Dean of Marketing and Strategy, Kogod School of Business, American University