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June 25, 2010
The NCAA Knows the Power of Money, and Branding
For better or worse, the NCAA has been shuffling around schools and conferences for the past couple weeks, but the conference names have gone largely untouched.
The Big Ten, which formerly had eleven teams after the addition of Penn State in 1990, now has twelve schools. The Big Twelve is now down to ten. Neither of the two conferences executive committees are coming close to changing the names.
The NCAA knows a thing or two about branding. And although some historic rivalries have now been split apart, the names of the conferences will most likely not change. The equity behind the conferences runs deep, and to make a name change now would not be in anyone's best interest.
Think of it, the Big Ten becoming the Big Twelve, and vice versa, now that would really shake things up. It would confuse everyone, from announcers to recruits to alumni. No matter how many schools wind up in a particular conference, the names will stay.
College football is rooted in tradition, as are the names of its conferences. Even though greed can cause a shakeup now and then, brand names will always have high value.
Technorati Tags: NCAA, Conference, College football, Branding, Naming
Posted by William Lozito at June 25, 2010 8:23 AM
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