Managing a Business School Brand Based on Culture: A Case Example at Berkeley-Haas from the MBA Program and Admissions Perspective

When Berkeley-Haas launched a new brand five years ago, the effort was built upon defining a strong culture and teaching a distinctive style of leadership. MBA program and admissions leaders were key partners in making it happen, along with the dean, faculty, the marketing team, and others. Some of it worked remarkably well, some not so much. A school brand that is more than a slogan is constantly challenging. As an updated version of the brand is relaunched in 2016, the leaders of this effort reflect on lessons learned in managing an ever-evolving brand.

Courtney Chandler, Assistant Dean, Evening Weekend MBA Program, Haas School of Business, University of California, Berkeley

Stephanie Fujii, Assistant Dean, Full-Time MBA Program, Haas School of Business, University of California, Berkeley

Richard Kurovsky, Chief Marketing and Communications Officer, Haas School of Business, University of California, Berkeley

Richard Lyons, Dean, Haas School of Business, University of California, Berkeley

Mike Reilly, Assistant Dean, MBA For Executives Program, Haas School of Business, University of California, Berkeley

(Moderator) Richard Lyons, Dean, Haas School of Business, University of California, Berkeley