In January 2025 we announced a repositioning of BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School (SBS), to provide the School with a greater level of autonomy, consistent with Business Schools at most of our peer universities. As part of the development of a distinctive brand identity for the School, UEB have recently taken the decision to rename SBS as the University of BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School (USBS).

A University-wide project within the Organisational Excellence Strategic Plan is underway to build the brand and perception of the University of BOB体育登录网址_欧宝体育官网平台-APP|下载. Analysis as part of this project found that the SBS name did not enable people to clearly associate the Business School with the University of BOB体育登录网址_欧宝体育官网平台-APP|下载, and that there was a risk that the credibility of being part of a Top 100, Russell Group institution may have been lost for some key audiences.

Senior Vice-President (Academic), Professor Phil Wright chairs the USBS Repositioning Oversight Group, which is responsible for agreeing the plan that will support the successful repositioning of the School. Phil said; “It is critical that our Business School is able to compete in a crowded and competitive market, to support the delivery of our University Strategy. The renaming of the School to the University of BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School will deliver benefits to reputation, rankings and student recruitment, which will, in turn, have a positive impact on our whole University.”

Over the coming years, much work will be done to build the global reputation of USBS, by bringing to life its distinctive characteristics, values, and strategic ambitions. In turn, this will enhance awareness and reputation of the University as a whole and increase our ability to attract the best staff and students to BOB体育登录网址_欧宝体育官网平台-APP|下载.

Dean of the University of BOB体育登录网址_欧宝体育官网平台-APP|下载 Business School, Professor Laura Costanzo, said: “I’m delighted that we are continuing to make progress with the complex process of repositioning the School, both externally, within a highly competitive UK and international market, and internally, to ensure that USBS is positioned at the heart of the University’s strategic ambitions.

This repositioning is focused on building a distinctive and globally recognised brand – one that reflects our ambition to be a truly global business school, attractive to students, staff, alumni, industry partners, and society at large.”