New Lures for 'Quants': Wharton Rebrands Itself

Melissa Korn:

Knowledge is power.

University of Pennsylvania's Wharton School hopes that knowledge is also a powerful branding message as it rolls out a new marketing campaign later this month.

The Philadelphia business school's new advertising tagline, "Knowledge for..." will be completed with a variety of words--"action," "global impact" and "life."

"There was a certain inconsistency" in the school's previous branding efforts, says Thomas Robertson, Wharton's dean and a marketing professor. The school's 20 research centers "weren't immediately identifiable as Wharton."

Posted by Jim Zellmer at April 12, 2012 2:27 AM
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