This exploratory study examines the dimensions that are relevant to brand reputation, particularly in the context of master's degree programmes. The data analysis is based on Vidaver-Cohen's "Business school quality dimensions and reputational attributes". The qualitative data for the case study comprise a student questionnaire and semi-structured interviews with other internal and external stakeholders of the multidisciplinary programme in question. The results yield theoretical and practical implications in the area of higher education, and make it clear that brand reputation in this context is a complex and multidimensional construct.