Engineering management is not a well understood discipline in the field of engineering, especially compared to more traditional engineering. A systematic approach to evaluating an academic brand meaning was developed using Keller's model of building a strong brand. This methodology was used in a case study to evaluate the current brand, meaning the oldest and largest engineering management department in the United States at the Missouri University of Science & Technology (Missouri S&T, formerly the University of Missouri-Rolla). Results will aid the department and others in managing their brand as well as in general enrollment management by gathering an understanding of the department's brand meaning in the eyes of potential students and employers. Knowing the expectations of each will allow the department to better align itself to meet the needs of each market segment. The brand evaluation approach applied in this case study can also be used by other similar disciplines.