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McCombs School Launches Brand Study

McCombs School of BusinessAUSTIN, Texas — The McCombs School of Business at The University of Texas at Austin has hired Austin-based Sol Marketing and Dyal Branding & Graphics, Page Company (Page/Dyal), to strengthen the school’s national and international reputation among top-tier business schools.  The two firms will support brand strategy and positioning, and provide graphic identity and marketing expertise.

This is the first comprehensive review of the school’s reputational strengths since a similar study was completed in 2005. The new project, expected to be completed in six to nine months, will include an extensive brand study consisting of interviews, surveys, and focus groups with a diverse range of prospective students, faculty, staff, alumni, corporate partners, and other influencers.

Page/Dyal and Sol Marketing will then collaborate with the school’s leadership team and marketing faculty to craft a brand positioning strategy, graphic identity, and messaging that will be used in a national reputation-building campaign.

“We seek to elevate our reputation to match our already superlative performance across a range of measures,” explains Jay Hartzell, dean of the McCombs School.

McCombs faculty members are ranked fifth in the world for research productivity*; the undergraduate program is tied for first among schools with the most top 10 business specialties**; and the Texas MBA program was recently named the No. 1 best value among top-tier business schools in America**.

Page/Dyal has previously completed several major brand projects at the university, including the brand identity and initial marketing campaign for the newly-opened Dell Medical School, and the development of the university’s academic brand identity system. Sol Marketing is a research-based brand strategy firm whose clients have included organizations such as Dell, Microsoft, and HomeAway.

* UTD Top 100 Business School Research Rankings
 ** U.S. News & World Report

For more information, contact: Samantha Harris, McCombs School of Business, 512-471-6746.


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