Wharton Takes an Academic Approach to its Rebrand

The University of Pennsylvania’s Wharton business school has launched a new campaign — “Knowledge For…” — that finishes the phrase with words that go beyond the academic experience one would get at the school including “action,” “life,” and “global impact.” Work on the rebranding began back in 2009.

Thomas Robertson, a Wharton dean and marketing professor, spoke with The Wall Street Journal earlier this month about the campaign. “It was important that we clarify and achieve consistency for the Wharton brand,” he told the paper.

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