New name and new look for Rice University’s business school
June 26, 2009 — Rice University’s business school, the Jesse H. Jones Graduate School of Management has officially changed its name to the Jesse H. Jones Graduate School of Business. In conjunction with the name change, the school has adopted a new logo and Web site.
While researching brand value, the Jones School found that 70 percent of the top MBA programs used the term ‘business’ over ‘management’ in their name and logo. Moreover, in online searches to find the Jones School, people predominantly used ‘business’ over ‘management’. Additionally, ‘Rice MBA’ and ‘Rice’ had proved to be most consistently used in online searches and in verbal references. Throughout multiple branding exercises, references to attributes describing the Jones School including: connections, opportunity, growth, prestige, occurred numerous times among alumni, students, staff, faculty, the corporate community and others.
“The update in the Jones School’s name and graphic identity better reflects our association with Rice University and provides clearer branding for the Jones School’s exciting programs and initiatives,” stated Bill Glick, dean of the Jones School. “Everyone already knows us as a business school. The ‘Business’ designation in our new name better captures the breadth of our current offerings.”
To fulfill the school’s mission of developing principled, innovative thought leaders in global communities, new initiatives beyond the MBA have been added the past two years. The new programs include an undergraduate business minor and the Rice Education Entrepreneurship Program (REEP) geared for aspiring K-12 principals. In fall 2009, we are launching a PhD in Business as well as a new option for the Rice MBA for Professionals program to be delivered on the weekends (an addition to the weeknight option). The new name also better incorporates Rice Executive Education courses, which have been a part of the Jones School for more than 30 years.
To better leverage the Rice brand, the new Jones School logo includes a prominent usage of the Rice name and the adoption of the University’s shield. “It is clear that the Rice University brand yields great recognition in the educational marketplace, and we want to emphasize it throughout our marketing initiatives,” Dean Glick said.
He also noted that in addition to branding more closely with Rice, “‘Jesse H. Jones’ will continue to be the key part of the School’s name in recognition of the generous support from the Houston Endowment. We will retain ‘graduate’ in our name and logo as the Jones School is primarily a graduate program with multiple MBA and PhD programs. We will also continue to incorporate the Rice name prior to mentioning or listing programs, such as the Rice MBA for Executives or the Rice MBA for Professionals.”
The launch of the new Jones School Web site is slated for August 1, 2009.
Dean Glick stated, “Overall, the new name and look, in tandem with strategic marketing initiatives, help to communicate our success in delivering innovative programs that make a positive impact on leaders and businesses in the global marketplace. Meanwhile, the more dominant use of the ‘Rice’ brand will help us continue to attract top-quality students and research faculty who cultivate a diverse community of learning.”