Measuring NCAA Success Through Brand Equity

The final teams for the College Football Playoffs series have been selected, and regardless of your personal sentiments, Alabama, Clemson, Ohio State and Washington are the teams to watch.

In a system that has been marred with controversy since the early days of the Bowl Championship Series era, it comes as no surprise that this year’s selection is called into question.

Although it’s tough to argue the prowess of institutions like the University of Alabama, schools like Ohio State and Penn State, for example, tow the line so finely that one controversy can knock one team (and their corresponding brand identity) or the other out of championship contention.

So, it begs the question: In light of past controversies, experienced by both Ohio State and Penn State, does a school’s brand strength and equity take precedence over win-loss records in the bowl selection process?

It’s (Almost) All About the Ws


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