Download or read book Evolution of the Big Ten Brand written by Reagan Dassatti and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The evolution of a brand is essential in order for the brand to remain competitive, especially for intercollegiate athletic conferences. Specifically, the Big Ten Conference was created in January of 1895 when leaders from eight universities met in Chicago to set regulations and standards for their institutions. The regulations, and ultimately the foundation for the Big Tens brand, were focused on the importance of academics and athletics. Over the years, the Big Ten established a set of common attributes between the members and became one of the power five conferences. Originally, the institutions were all large research universities located in the Midwest that emphasized the importance of athletics and academics. Through three rounds of expansion and the creation of brand extensions, such at the Big Ten Network (BTN), the Big Ten brand has evolved over time and created a new set of attributes. The Big Ten currently has 14 member institutions and has expanded outside of the Midwestern region and towards the East coast to gain market share and expand their footprint. With these changes, it seems the Big Tens focus has shifted away from academics and more towards generating revenue for the athletic programs through media contracts and the BTN. It is clear that the Big Ten has evolved to remain competitive, but it is important that the conference continues to consider its fans perception of the brand with all these changes.