An Exploration of the Impact and Needs of Brand Identity Campaigns within Divisions of the National Collegiate Athletic Association (Ncaa)

By Pinzon, Santiago; Martin, Christina L. L. et al. | Journal of Contemporary Athletics, October 1, 2014 | Go to article overview

An Exploration of the Impact and Needs of Brand Identity Campaigns within Divisions of the National Collegiate Athletic Association (Ncaa)


Pinzon, Santiago, Martin, Christina L. L., Kim, Minkil, Martinez, J. Michael, Journal of Contemporary Athletics


Introduction

Researchers have long suggested that in order for organizations to achieve sustainable competitive advantage, organizations should have a product that is clearly distinguishable from their competitors. Scholars suggest this level of differentiation is achieved by having a unique brand (e.g., Kotier & Armstrong, 1996). While brands are generally examined in terms of products of services, there's also an element of the relationship with the consumer (de Chematony & DalTOlmo-Riley, 1998). Philip Morris understands the importance of brands and as such purchased the Kraft brand for $12.9 billion with the idea that consumer marketing belongs to those companies with the strongest brand (Bahadir, Bharadwaj & Srivastava, 2008). Although creating and fostering a brand may be a consuming task, having a strong brand generates higher return on investment (Aaker, 2012). Branding is a key component in today's economy as is asserted by Semans (2004):

Brand death is costly and avoidable. The decision to kill a brand is the decision to throw away a corporate asset, similar to jettisoning real estate or other capital assets. Management can and should manage their brands as the valuable corporate assets they are. If the brand has any remaining equity at all, the cost of brand improvement is far less than the cost of creating a new brand, (p. 32)

Amoult (2008) reinforces this importance by stating, "branding has never been more important ... In our profession, if you don't know where you stand, you don't know what you need to do to improve" (p. 34). It is well documented that effective brand strategies may yield benefits such as enhanced image and product value as well as increased product consumption (Cooper & Pierce, 2011). Seemingly, many organizations realize this, as effective brands have the ability to connect consumers to products (Amoult, 2008), including teams and organizations (Boyle & Magnusson, 2007). As such, the National Collegiate Athletic Association (NCAA) has also invested time and effort in establishing a strong brand strategy for the entire association. In fact, the NCAA lists the need to "protect and enhance a consistent brand image" among its key principles in terms of advertising and promotion (National Collegiate Athletic Association-a [NCAA], 2013, para. 6). For instance, the NCAA produced a very recognizable set of service announcements to reinforce its brand using the familiar tag-line that "there are over 400,000 NCAA student-athletes, and most of us will go pro in something other than sports." (Pickle, 2010, para. 14). Although the NCAA is employing a single branding message for the entire association and complementary messages in Division II and III, there is a dearth of information regarding the effectiveness of these campaigns. Therefore, this study aims to provide insight regarding the brand identity campaigns used at the divisional level of the NCAA. Specifically, the purpose of this study is to explore and better understand the needs and impacts of brand identity campaigns within the different divisions of the NCAA. Such a study is valuable as it will yield practical, literature- based and theoretical applications. This study will allow for further development of brand equity campaigns for the association and for each representative division. It may assist athletic administrators of the NCAA in their quest to create a stronger brand identity; additionally, it may provide conclusions about the current stage of the NCAA interdivisional brands. Also, it will explore brand equity and the factor constructs as defined by Aaker (1996) as well as the associated theories, thereby contributing to both the marketing literature and related theoretical works.

Review of Literature

National Collegiate Athletic Association

NCAA President Mark Emmert recently quoted the mission of the association as being "an integral part of higher education and to focus on the development of our student-athletes" (NCAA, 2013, para. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

An Exploration of the Impact and Needs of Brand Identity Campaigns within Divisions of the National Collegiate Athletic Association (Ncaa)
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.