Building the Brand: A Case Study of Troy University, pp. 178-182

Jason W. Lee
Kimberly S. Miloch
Patrick Kraft
Lance Tatum

The public perception of a university’s athletic programs is often considered a primary factor in building the brand image of the respective institution. Maintaining a favorable brand image can have a significant impact when recruiting potential student athletes, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. Colleges and universities are becoming increasingly more entrepreneurial in nature as schools seek various strategies to generate additional revenues and exposure. For smaller universities not affiliated with a major conference, building and maintaining a favorable brand image is challenging. With an understanding that it is impossible to redefine one’s brand image instantaneously, Troy University implemented strategies in several stages. These stages were evaluated and examined in the context of this case study.