Where Legends Are Made: A Case Study of an Advertising and Branding Campaign at the University of Alabama

in International Journal of Sport Communication
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  • 1 University of Alabama, USA
  • 2 University of North Florida, USA
  • 3 University of South Carolina, USA
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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.

Vincent is with the Dept. of Kinesiology, and Hill, the Culverhouse College of Business, University of Alabama, Tuscaloosa, AL. Lee is with the Dept. of Leadership, School Counseling, and Sport Management, University of North Florida, Jacksonville, FL. Hull is with the School of Journalism and Mass Communications, University of South Carolina, Columbia, SC.

Vincent (vincent@ua.edu) is corresponding author.
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