"One of our key findings was that we were not leveraging our affiliation with Harvard as effectively as we could be," she said, adding that the school shares the Kennedy name with more than 900,000 other institutions around the world.
Jackson said the rebranding is a response to poor name recognition of the school beyond Harvard.
"There's a lot of confusion out there as to who we even are," she said.
This is not the first time that the New York Times' autolinking has linked to the wrong entity, but it is more complex. "John F. Kennedy" is not autolinked to the Kennedy Center, but "John F. Kennedy School" is, as if "school" and "center" were exact synonyms.