Houston Business Journal article describes BrandExtract role in Jones School rebrand

July 07, 2009

BrandExtract’s rebrand of Rice University’s business school, and the strategy behind it, was reported by the Houston Business Journal in the weekly newspaper’s July 3-9 issue.

BrandExtract President and Jones School alumni Bo Bothe initiated the rebrand, which led to a name change for the business school as The Jesse H. Jones Graduate School of Business.

Rice Jones School brochures

The article quoted Bill Glick, dean of the business school: “Everyone knows us as a business school. The ‘business’ designation in our new name better captures the breadth of our current offerings.”

Bothe, who worked with Glick and the school’s marketing director, said that naming is key in branding. “A brand name can be descriptive, conjoined, or metaphorical, but still must have rooted meaning within your brand and service you offer. By replacing ‘management’ with ‘business’ in the Jones School name, Rice will gain greater visibility,” he said.

According to the Houston Business Journal, Rice found that 70 percent of top MBA programs use “business” in their names, and online searches showed the term is used over “management” at a ratio of 3.3 to 1.