Hello,
Congratulations on your great admits!
I think the question isn’t how much the Tepper brand is worth generally – rather, it’s how much does it matter for your short-term and longer-term goals.
For your short-term goals, the best way to weigh the value of the Tepper brand versus the Kelley funding is to compare the recruiting at both institutions – if they’re roughly equal or Kelley is better, then taking the Kelley offer makes sense. If Tepper is much better, then it’s a harder decision, but Tepper becomes a more attractive option relatively.
As for long-term goals, unless you plan to teach at a global institution, I believe that your advancement and opportunities will rest on the professional track record you create, and since both institutions would be very respectable alma maters, you don’t have to worry so much about brand at that point.
Linda Abraham also offers some basic advice on this issue in
a recent blog post.