Title

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

Subject Area

ARRAY(0x557374768270)

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

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