Two years ago, UAB launched its first ever unified brand campaign for medicine and academics under the common tagline: UAB- Knowledge that will change your world. Now the university’s brand and reputation could get a boost from canceling three athletic programs and recently deciding to bring them back.
“There’s no such thing as bad publicity – even if something becomes known for the wrong reason,” says Dr. Paul Levinson, a Fordham University professor who specializes in images and branding. “It can actually windup having a benefit when you are trying to rebuild or repair a reputation.”
Because there is a large audience interested in knowing what UAB is doing with its football program, the university could have “sort of a silver lining in rebuilding its image,” Levinson said.
Still there are challenges ahead following Monday’s announcement, says Dawn Edmiston, a professor at the College of William and Mary.
“Many will believe that the battle has been won, but perhaps the greatest challenge lies ahead with regard to logistics and funding and that brand building — that brand rebuilding,” said Edmiston. “In many cases this is a very special opportunity for UAB. They must make the most of it. They can not lose that momentum.”
Edmiston says a university’s brand is only as strong as the support it receives from its constituencies the community, its students and alumni.
“A very important part of a university’s role is building that community and athletics has a critical role,” she says, adding that in the long run, athletics can be used to propel the university’s brand, which also allows the academic profile to rise.