The Impact of a School Brand on Culture, Faith Integration, Assessment, and Marketing

Robert Roller, Ph.D., Dean of School of Business and Management

Julia Underwood, Ph.D., Management, Marketing, Entrepreneurship, and International Business

The School of Business and Management (SBM) has spent the last two years engaged in a process of developing and implementing its brand promise: Cultivating Difference Makers Who Transform How Business Works. The school brand is a unique way to live out the APU culture in a God-honoring way. The brand process has already had a significant impact on the school’s culture, impacting faith integration, assessment, and marketing in positive ways. This presentation describes the process of developing the brand, implementation of the brand, and the impact on SBM’s culture, faith integration, assessment, and marketing. The presentation will conclude with a look to the future, a discussion of applicability to other areas on the APU campus, and a Q&A session.