The Business of Branding™

THE BUSINESS OF BRANDING™ is a unique group research programme, providing business schools with a better understanding of the perceptions of their school, its positioning in the market and the performance of competitors.

The next Business of Branding study takes place in April 2008. A copy of last year’s Executive Summary can be downloaded on this page along with a booking form for the 2008 study.

Participating schools can:

• benchmark themselves against key competitors.
• ask specific questions of the audiences at their own school.
• receive detailed feedback on their own school in a Powerpoint presentation with around 120 slides and an Excel spreadsheet with all data from their own respondents.
• use data to help drive improvements in marketing and student attraction.
• use data on the overall market place to review school strategy.

First run in 2004, The Business of Branding™ consists of an online study directed at a number of different audiences including first degree students, other business Master’s, MBAs, executive education participants, alumni, faculty and administrative staff. To date over 30,000 people have been surveyed from more than 50 schools around the world.

Key findings include the growing switch from print to internet as an attraction tool, the mixed performance of career services in meeting student expectations of business degrees and the factors likely to convince alumni to support a financial appeal. A copy of the full report from 2007 is available for €350.

For more information about The Business of Branding, call us on +44 (0) 20 7229 7373
or send an email to This e-mail address is being protected from spambots. You need JavaScript enabled to view it