The case examines an iconic institution to decide whether or not to undertake a branding initiative. Founded in 1802, West Point has played an important role in American history. It is one of the nation’s oldest institutions of higher education and is well known for the production of prominent military, political and CEO. In the increasingly competitive environment of higher education, the Director of Strategic Communications at the U.S. Military Academy with a decision about whether or not faced will … Read more »

The case examines an iconic institution to decide whether or not to undertake a branding initiative. Founded in 1802, West Point has played an important role in American history. It is one of the nation’s oldest institutions of higher education and is well known for the production of prominent military, political and CEO. In the increasingly competitive environment of higher education, the Director of Strategic Communications at the U.S. Military Academy with a decision about whether or not to invest resources in a rebranding effort is confronted. Throughout the school’s history, several different logos have emerged and little uniformity or guidance exists for the application. Data from a recent consumer survey provides insight for policy makers to consider, as well as the school’s last appearance on the cover of Forbes “magazine as the number one undergraduate institution in the nation. Numerous players, tradition, the competitive environment and of scarce resources all factor into the decision.
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Anat Keinan
Source: Harvard Business School
26 pages.
Release Date: 29 August 2011. Prod #: 512012-PDF-ENG
The U.S. Military Academy at West Point HBR case solution