Where Legends are made : a case study of an advertising and branding campaign at the University of Alabama /

This case study of the University of Alabama's Where Legends Are Made illustrates how a 30 second 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 meth...

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Bibliographic Details
Main Authors:	Vincent, John, active 2020 (Author), Hull, Kevin, active 2020 (Author), Lee, Jason W. (Author), Hill, John, active 2020 (Author)
Format:	eBook
Language:	English
Published:	London : Human Kinetics, Inc., 2020.
Series:	SAGE business cases
Subjects:	University of Alabama > Case studies. University of Alabama. Branding (Marketing) > Case studies. Advertising > Case studies. Stratégie de marque > Études de cas. Advertising. Branding (Marketing) Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case study of the University of Alabama's Where Legends Are Made illustrates how a 30 second 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.
Item Description:	Originally Published InVincent, J., Hull, K., Lee, J. W., & Hill, J. (2020). Where Legends Are Made: A Case Study of an Advertising and Branding Campaign at the University of Alabama. International Journal of Sport Communication, 13(1), 97-128.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529754155 1529754151