In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row. Still, INSEAD’s Dean Ilian Mihov knows that these rankings do not provide a complete picture and he has commissioned a large-scale study to better understand INSEAD’s brand equity compared to its peer schools. His goal is to optimise INSEAD’s value proposition and communication, to attract the best MBA students.

The A case asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. Students must choose the performance measures and the relevant competitors. In addition, they must decide on the sample size and composition within the budget constraints. They can also write the full survey instruments.

The B case (both cases can be used independently) provides some of the data from a comprehensive survey conducted by INSEAD of 4,000 GMAT takers who rated 18 business schools. The B case asks students to analyse these data to measure the strength of the INSEAD Brand compared with its competitors, to compare its image to that of its key competitors, to segment students, and to identify the most important attributes when selecting a MBA. They then must use this information to discuss the positioning of the INSEAD brand and to come up with concrete action steps.