Challenge: As part of an ongoing initiative to insure its relevance and leadership on a global basis, Harvard Business School wanted to monitor attitudes toward the brand, and specifically determine the impact of new programs and initiatives on perceptions and consideration of HBS.

Objective: To measure the perceived value and reputation of HBS globally, and whether new marketing tactics/programs have moved perceptions, specifically with regard to innovation and cutting edge thinking.

Solution: Plan-it conducted a Quantitative Brand Monitor among key internal (students, faculty) and external (alumni, general business, prospects) business audiences worldwide to assess perceptions/consideration of Harvard Business School, its publications, research centers, etc. versus its competitors. The study included representative samples from North America, Central/South America, Europe and Asia.

Results: Plan-it provided recommendations for future strategic planning efforts for the HBS brand, including potential marketing initiatives to support brand perceptions as an innovative, entrepreneurial leader. Recommendations included opportunities for Harvard Business School’s publications and research centers.