Brand inventory of the University of Maryland

Robert H. Smith School of Business centers on innovation, modernity, and diversity. For instance its video clip acutely shows these elements with a smiling group of diverse students clustered arms around shoulders.

Instead of describing its program, it has 'newsworthy' clips describing: "The excitement, the rigorous academic atmosphere, the collaborative, results driven environment, and our commitment to diversity." The Financial Times, it proclaims, ranks Smith School, the 20th in the U.S.A.; whilst 'Business Week' ranks the school as one of the best in Washington and as 3rd in research in the States. It focuses on achievements: how "more than 250 business leaders, nonprofit executives, policy makers and academics gathered for a one-day forum about creating, leading and sustaining organizations for social impact." And in an intentionally indirect news-clip alludes to its placing students in internships at top companies. Smith, in other words, features itself as aggressive modernist executive force using actual achievements as its marketing campaign and running this marketing through news clips that either speak about Smith or has Smith details one or other events that happed to it or that it performed.

On another page, student 'blogger' clips are excerpted, again focusing on Smith's innovation and on actual experiences (as one student remarks "The Smith MBA is not focused on letter grades and text books, but more on real world problems"). Smith publicizes the fact that its students are racially and sexually diverse.

Audio clips have actual students (usually racially diverse and attractive) speaking about their experience and their objective in enrolling in Smith. Entrepreneurship and globalization play prominent role as well as collegial atmosphere, friendliness, diversity, and interactive spirit. Over and again, the school's diversity and community spirit is stressed, as well as their risible aims to help students achieve their goals (including a source of money for start-up businesses.)

The overview about Smith details how the business world is reinventing itself, and how Smith is matching this reinvention with its own innovative programs. On the whole, Smith projects itself as modern, relevant, in tune with and capable of matching contemporary times and opportunities. Its tone is energetic and vivacious. Its brand is Globalization, Entrepreneurship and Technology (GET) that it refers to throughout by its initials GET. This positioning seems to be used consistently with both the Dean and the Academic Director, for instance, focusing on that as theme of their separate messages and through the various ways in which Smith markets its program. Hands-on learning opportunities, communal sport, innovations and its location in Baltimore / Washington D.C / Virginia region with its industrial, finance, and government opportunities are all features as supporting elements.

Smith's part-time MBA programs is closely associated with its full time executive program. Both share the same positioning and marketing features, the GET slogan being used throughout. The part-time MBA, too, exerpts a clip from the U.S. News and World Report (2009) demonstrating how Smith's part-time MBA program ranks 16th in the U.S.A., and here, too, it stresses its "strategic curriculum, world-class faculty, and a diverse student body." A Table sets out the differences between the various prograams.

Summarily, Smith uses visual and audio clips, photographs, clips of students and faculty, and excerpts from national business school rankings to position itself as a modern, pragmatic, innovative, culturally diverse, and nationally-renowned business school that provided its students with assistance, fun, and communal spirit in order to attain their goals.

George Washington University (GWU)

"Engaging the world from the nation's capital" is the slogan which GWSB uses as its caption, capitalizing on Washington DC as its trademark. Mention of the nation's capital appears throughout as key pictures (the first picture that appears on its home base), as its name, its logo, and in its slogans. A bust of a confidant Washington is featured on one of its websites. It proclaims itself to be surrounded by "the World Bank, The International Monetary Fund, and the U.S. State Department." It is, as it wants to show: "At the center of it all." Consequently, it shows students who project the image and garb of smart-dressed professionals, alumni who now work 'around the world,' and promotes itself as disseminating an image of "responsibility, passion, and globalization" through "ethical leadership and sustainable business practices."

Far more of a formal atmosphere than Smith, GWSB takes pride in pointing out that its alumni work in high-profile executive positions and in Government and World Bank services. High-brow and sophisticated, GWSB projects itself as conservative and traditional in style, doing this through its cool colors (compare this to Smith's focus on modernity and innovation), formal branding, and awards that focus on excellence and responsibility. 'Fact' clips describe the benefits of the School: how it prepares its students for professional careers, is a recognized education leader, and provides "practical experiences that leverage the unique advantages of its Washington, D.C. location."

It positions itself as "a preeminent business school that is recognized for scholarly research, teaching excellence, and innovative curricula focused on the responsible management of organizations in the global environment." Policy discussion is one of its enticements.

GWSB has almost none of the audio and visual clips that distinguish Smith, nor does it mention innovation (as associated with modern context), diversity, communal spirit or sport. It is exclusively Government-centered associating itself with the Nation's capitol, and projecting a spirit of responsibility, professionalism, and hard-working diligence that aims to make people trust it as an organization that will launch its alumni into top respected positions in both the executive and Government orbits.

The Dean, in back jacket and tie, his figure framed by classical statues of American personalities and Washington-style architectural dome, focuses on "ethics, sustainability, and corporate responsibility." His consistent message is that the school's ties with "people and institutions that shape national and international policy" make it an attractive choice for students. The school implies that it is selective in its choice of students, whereas Smith in contrast seems to be accepting and open to all.