Rebranding Efforts at Cornell’s Johnson School

The Samuel Curtis Johnson Graduate School of Management at Cornell University recently unveiled its new logo, part of a larger effort to rebrand the school as simply “Johnson” or “Johnson at Cornell University,” The Cornell Daily Sun reported last week.

“We really wanted to emphasize ‘Johnson’ and begin to strengthen the name as its own individual brand,” says Randy Allen, associate dean of Marketing and Corporate Relations at Johnson. “This move is not in any way to sever ties with Cornell, of which we are a proud part, but to begin to give the school a stronger individual identity and pop.”

According to the Daily Sun, officials hope the new emphasis on “Johnson” will help create a distinctive and memorable identity, which is one of the main goals of the overall rebranding campaign.

A stronger identity for the school will result in a larger applicant pool, better faculty recruiting and superior job marketability for recent graduates, according to Assistant Director of Marketing Sandra Paniccia.

Paniccia also told reporters the main goal was to maintain competitiveness with other top programs, such as the University of Pennsylvania’s Wharton School and Northwestern’s Kellogg School of Management.

Cornell University’s MBA school officially remains the Samuel Curtis Johnson Graduate School of Management at Cornell University, or it can be called by the abbreviated “Johnson at Cornell” or “Johnson.”

For more on the school’s new presentation, read the original Daily Sun article here.

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