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Counting down the strongest brands in college football

Posted on 05. Sep, 2009 by Brett in Marketing

If you’ve read the About section of TRAPPSTR.com, you’ve seen that I’m hooked on college football. Seriously. It’s bad. I’m from Alabama where football is kind of a big deal. We don’t have pro sports. All of our high schools are “football schools.” People argue about the Iron Bowl year-round. It’s a state-wide obsession.

In honor of the season kicking off this week, I’m counting down the strongest brands in college football. A brand is how people feel about a product or in this case, a team. Lots of things make up a football team’s brand including wins/losses, off-the-field incidents, coaches, traditions, etc.

Of 120 college football FBS teams, these are the ones that stand out the most:

7. Michigan – The Wolverines have had their share of negative press lately, but their brand is still pretty strong. Tons of tradition and a vicious rivalry with Ohio State make this program worth talking about. Ohio State actually strengthens the Michigan brand as they are the perfect villain in the Michigan story. Villains provide good drama. Drama provides good story. Good stories drive good brands. It also helps having a stadium the size of a small city and helmets that are consistently ranked as the most striking in all of football. The Michigan brand is big and bold and neck-deep in tradition.

6. Miami – I know what you’re thinking. How can the Hurricanes possibly make a list of top brands in college football? Well remember this, having a strong brand doesn’t always mean keeping your nose clean. If you asked the casual college football fan to give one word to describe Miami’s program, it would probably be the same (What do you think it is?). The Canes’ brand was sharpened under head coach in the 80’s when the players’ off-the-field shenanigans were like a non-stop episode of COPS. This also happened to be the same time they dominated the game, winning 4 national titles in 9 years. Officials at “The U” have tried hard to reverse the bad boy image, but brands don’t change overnight. It certainly doesn’t help to have  THIS footage from just a few years ago floating around.

5. Penn State – The Nittany Lions’ program thrives off one word: Tradition. It’s in their coach. It’s in their uniforms. It’s in their stadium. Head coach Joe Paterno, with his coke bottle glasses, has been around since the wooly mammoths, and is established  as one of the greatest coaches of all time. While teams like Oregon change their uniforms weekly, PSU’s uniforms are painfully plain and haven’t changed much in 122 years. Penn State plays in the gargantuan Beaver Stadium and their phenomenal fans have perfected the art of the “White Out.” Traditional, authentic, and credible are all words that ignite a strong brand. Penn State has it all.

4. Alabama - (FULL DISCLOSURE: Yes I’m an Alabama fan & yes I’m biased. So there.) The Crimson Tide is probably best known for its on-the-field success, psychotic fanbase, and gritty image. Alabama’s brand was pulled into the stratosphere by legendary coach Paul “Bear” Bryant who got his name from wrestling a live bear. Bryant’s gritty, blue-collar image was transferred to his smash-mouth teams of the 60’s and 70’s that were known for running the ball. Strong brands feed off legendary personas and Bryant was certainly that. As a side note, healthy brands feed off memorable, sticky images as well. The Bear’s houndstooth hat became that. 25 years later, you can still see plenty of houndstooth on game days in Tuscaloosa.

3. Notre Dame – When they are doing well, Notre Dame is the best brand in college football. Period. Unfortunately, Charlie Weis has done everything he can to stick the Fighting Irish in the crapper. Nonetheless, they still have a pretty good image nationwide. Touchdown Jesus, the exclusive TV contract with NBC, and the fact that their helmets are painted with real gold all make great stories. Of course the Irish’s greatest story was the movie Rudy, which came out in the 90s. Great brands tell great stories, and Notre Dame is the John Grisham of college football.

2. USC – The Trojans brand is a perfect storm, and they easily could have been number 1 on this list. They play in sunny southern California. Their trophy cases are crammed full of championship trophies spanning all decades, and somebody needs to call Congress because they practically have a monopoly on the PAC-10. It’s not uncommon to see Will Ferrell or Snoop Dog cruising the sidelines. Human highlight reel Reggie Bush and their statesman-coach Pete Carroll have been incredibly positive faces for the program. Right now, USC is the Ferrarri of the college football world.

1. Florida – The Gators’ brand has been pure gold in recent years thanks to two big factors. The face of the program has been Tim Tebow, a media darling who perfectly fits the American archetype of a hero. And he does it all–from rescuing orphans in the Phillipines to giving Braveheart-like speeches, inspiring his team to national championships. He is easily the most recognizable face in the sport. The other factor is simply, SPEED. Meyer recruited some blistering speedsters early on (ie Percy Harvin) and has continued doing so in Jeff Demps, Chris Rainey, and Andre Debose. Recruits have noticed which has led to more speed. And as we all know, success in college football hinges on recruitment. The media has noticed also. Next time you watch a Florida game, notice how many times the commentators say the S word. Spurrier may have put the Gators on the map, but Meyer has catapulted Florida’s sleek brand into outer space.