"Community of Achievement - Global Mindset - Leadership - Center of World Politics and Business" Define Georgetown University's

May 05, 2009

A branding study that administrators in Georgetown University's McDonough School of Business undertook last year identified four defining concepts for the school:

  • We represent a community of achievement in one of the world's great universities;
  • We have a longstanding global mindset, and our students learn to thrive in international organizations;
  • We focus on leadership; and
  • We are located at the center of world politics and business in Washington, D.C.
  • Additional study points relate to the high level of talent Georgetown's McDonough School of Business attracts in its students and faculty, as well as the valuable career enhancement it provides. Other strengths include the strong community of students and alumni on campus and around the world and the Jesuit tradition, which promotes ethical leadership.

Regarding naming conventions for the school, the branding study found that the McDonough name is less recognizable off campus than Georgetown University. In an effort to send out a stronger and more consistent message to prospective students and the public at large, the schools should be called Georgetown University's McDonough School of Business in all formal communications. On second reference, it should be referred to as Georgetown's McDonough School of Business.

The study, which stresses that consistency in all communications will be key to the success of the naming strategy, recommends against using the MSB acronym in all external communications. It reports that MSB "has very little recognition externally" and should be avoided even on second reference.