John B. White, Morgan P. Miles and William Levernier
The purpose of this paper is to explore how AACSB might better position itself through brand management.
Abstract
Purpose
The purpose of this paper is to explore how AACSB might better position itself through brand management.
Design/methodology/approach
The paper attempts to offer suggestions on a different branding strategy for AACSB
Findings
The paper suggests that AACSB establishes different levels of accreditation, each having different standards and each having a different level of prestige. This repositioning of the AACSB brand would make the accreditation standards flexible, depending on the resources a school wanted to devote to business education, and the prestige that the school wished to achieve with accreditation.
Originality/value
The paper contributes to the literature by proposing a solution that will enhance the value of AACSB accreditation to schools of different resource endowments.