| dc.description.abstract | This thesis examines the strategic utilization of athletic success in branding decisions at Texas Christian University (TCU) during its historic 2022 season. Through a detailed case study, this research explores how TCU leveraged its athletic achievements to enhance its branding strategy, thereby increasing the university's visibility, engaging stakeholders, and aligning with its broader academic and cultural missions.
The study employs qualitative methods, including interviews with key university stakeholders and analysis of TCU's branding materials and public communications. It investigates how the excitement generated by athletic success was integrated into a comprehensive branding strategy that not only celebrated sports achievements but also underscored the university's academic strengths and community values.
Key findings indicate that TCU's approach to leveraging athletic success involved capitalizing on media exposure, engaging alumni and donors, and utilizing social media platforms to amplify achievements. The research highlights the challenges of balancing athletic and academic priorities, stakeholder alignment and perception, rapid decision-making in a large organization, and maintaining authenticity to mission and values. It recommends best practices like proactively establishing partnerships, telling the story of students, anticipating triggers, leaning into the unconventional, finding experts, seizing the window of opportunity, and telling the broader story of the institution.
This thesis contributes to the field by outlining best practices for universities looking to harness athletic success for branding purposes. It provides insights into the complexities of balancing sports enthusiasm with educational objectives and offers strategies for other institutions to enhance their brand through athletic success. The study underscores the potential of athletic success to serve as a powerful tool for strategic branding, capable of fostering lasting engagement and enhancing institutional reputation. | |
