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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.

Item Type:	Refereed Article
Keywords:	Brand image, Brand management, Brands
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing management (incl. strategy and customer relations)
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Miles, M (Professor Morgan Miles)
ID Code:	68605
Year Published:	2009
Deposited By:	Management
Deposited On:	2011-03-15
Last Modified:	2013-04-04
Downloads:	0