The importance of college brand perception

disclaimer: For obvious reasons, the opinions expressed may, actually they probably will, contain a pro-longhorn bias.

A while back, I read an ESPN article about Todd Reesing and Chase Daniel. These two college quarterbacks are very talented and desperately wanted to attend UT-Austin on a football scholarship. UT didn't want them.

Like thousands of Texas high school quarterbacks before him, Daniel had wanted to be a Longhorn. But the Horns, who were in the midst of the Vince Young revival at that time, did not reciprocate.

When I read that, I realized what a true statement that is. In Texas, UT-Austin is the name brand school. Sports teams help define a university's "prestige" and brand image. Certain sports are always associated with specific colleges. Univ of N. Carolina, Duke, Univ. of Connecticut = basketball. University of Oklahoma, The Ohio State University, Univ. of S. California, Univ. of Michigan = football. Those sports also have a historical association with the schools. Commentators always say that school has a "winning tradition."

The clout developed in the community by successful sports and academics also helps define the school's brand image. Schools constantly tout their school rankings (based on the controversial US News rankings) and number of National Merit or Rhodes Scholars. Why? To establish themselves as having high standards. I noticed that Davidson College, this year's Cinderella team, even has this as their school statement.

Davidson College is a liberal arts institution founded in 1837 by ministers of the Concord Presbytery. Its 1,700 students come from almost every state in the nation and many foreign countries. A highly selective admission process brings students who are proven scholars and leaders to a close campus community in the small town of Davidson, North Carolina.

For those schools with unsuccessful athletics, advertising is helping them sell their brand image. Two Texas schools, Baylor and Texas A&M, hired two Austin agencies, Kolar and GSD&M Idea City, to help them. With the exception of Baylor women's basketball and baseball, those two schools have had few winning teams. It seems like no matter how well a school's branding is, the perception often comes down to historical prestige and athletic success.

update: I just read in the Dallas Morning News that there are different levels of universities. The highest is being accredited as a Tier One Research University. According to the Association of American Universities, only 62 universities in the US and Canada have this status. Texas has three: Rice, Texas A&M, and UT. Apparently, it's a big deal to be classified a Tier One Research University as that brings in a lot of money.