Mission House Creative


	UNC’s Kenan-Flagler Business School UNC’s Kenan-Flagler Business School is one of the oldest accredited business schools in the United States. The School is known for its progressive research, application-oriented teaching, and the strength of its collaborative relationships. Its commitment to develop socially responsible, performance-driven leaders and its focus on team-based learning continue to distinguish the School's top-ranked programs for students, executives and companies. Recent rankings include: Forbes – placed UNC’s Kenan-Flagler MBA Program at No. 8 in their 2003 rankings The Wall Street Journal – in the ranking of corporate recruiters’ top 50 programs, published September 17, 2003, included UNC’s Kenan-Flagler MBA Program at No. 10. UNC’s Kenan-Flagler was also ranked No. 2 among the top public schools in the country, No. 1 in the South, and as No. 7 among top large schools.

INSTITUTIONAL BRANDING CASE STUDY
A degree above the rest.
The branding of UNC’s Kenan-Flagler Business School

Objective

Kenan-Flagler Business School at the University of North Carolina at Chapel Hill set an aggressive goal for national and international presence and high-caliber recognition. As an established, top-ranked business school, UNC’s Kenan-Flagler needed a distinct brand image and messaging to uniquely position themselves among the strong competition (Harvard, Darden, Wharton, Kellogg, to name a few). The School clearly had to embrace its differentiating strengths, and consistently implement its image and messaging across the broad spectrum of marketing communications for multiple programs, departments and constituents – all of whom had been working independently (in silos) using different vendors and designs.

At the same time, each facet of UNC’s Kenan-Flagler still needed to maintain an independent, clear image of its own. As with most recruitment efforts and academic institutions, all pieces needed to be extremely useful. There was a great deal of information to be clearly communicated in addition to “selling” the School and reinforcing their top-ranked image.

It was with this mission and message that UNC’s Kenan-Flagler Business School asked MHC to assist them in the development of an effective school-wide brand image.