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A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands

Author

Listed:
  • Faust, Bill
  • Rehfus, Mike

Abstract

The lines between academic brands and athletic brands can be blurry. Athletic brands are enduring and ascendant, even now, as institutions embrace sophisticated narratives that amplify their academic brand. Ultimately, the value of a unified academic and athletic brand is informed by an institution’s culture, as well as its unique challenges, opportunities and aspirations. This paper presents the benefits, risks and broader considerations inherent in merging academic and athletic identities into a single unified brand.

Suggested Citation

  • Faust, Bill & Rehfus, Mike, 2018. "A question of unity: Institutions should weigh the risks and opportunities of unifying their athletic and academic brands," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(3), pages 246-257, December.
    • Handle: RePEc:aza:jbs000:y:2018:v:7:i:3:p:246-257
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    More about this item

    Keywords

    brand; branding; athletic marketing; marketing; higher education;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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