Where legends are made: A case study of an advertising and branding campaign at the University of Alabama
Document Type
Article
Publication Date
3-1-2020
Abstract
This case study of the University of Alabama's Where Legends Are Made illustrates how a 30-s television advertisement with a catchy tagline was transformed into a strategic branding campaign that communicated the essence of the university in a compelling story. Employing a qualitative methodology, the case study drew on personality archetypes to develop an institutional brand communication management conceptual framework that illustrated the guiding principles and creative contexts used to break through the communication clutter. It did so by emphasizing the University of Alabama's leadership, competitive spirit, and transformative innovation by making its fabled athletic tradition an extension of its everyday excellence in academic disciplines. It also demonstrated how empirically tested archetype personas can be effectively employed in persuasive storylines to emotionally resonate with key stakeholders and prospective consumers alike, with each interpreting it in a way that is compatible with their own values, lifestyles, and culture.
Publication Title
International Journal of Sport Communication
Volume
13
Issue
1
First Page
97
Last Page
128
Digital Object Identifier (DOI)
10.1123/ijsc.2019-0098
ISSN
19363915
E-ISSN
19363907
Citation Information
Vincent, J., Lee, J. W., Hull, K., & Hill, J. (2020). Where Legends Are Made: A Case Study of an Advertising and Branding Campaign at the University of Alabama. International Journal of Sport Communication, 13(1), 97–128.