The Devil Wears Royal Blue

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The Duke Blue Devils came home wearing championship rings at last year’s NCAA Men’s Basketball Tournament. Led by Coach Krzyzewski, also known as “Coach K”, the team dominated the court with the power of players Jon Scheyer and Kyle Singler. Duke’s basketball program is ranked number four of all time with its amount of wins, has won four NCAA Men’s Basketball Tournaments (second of any ACC team), and has been in 15 Final Fours. This past year, Duke has been branded as the number one and championship team, but what will their brand be now?

So far, Duke has been undefeated in the 2011 NCAA tournament, reaching the sweet sixteen round and keeping its successful brand image. Coach K has been helping this brand and even creating his own after earning his 900^th win yesterday, March 20. Duke has a positive and strong image supported by Coach K’s reputation for fair play, clean programs, and outstanding leadership, not to mention his top-notch recruits. Coach K has been the head coach at Duke for 31 seasons.

Duke’s brand transcends off the court with their wild assortment of fans, also branded as the Cameron Crazies. These students and other spectators dress from head to toe in royal blue and white, even painting their bodies, to show their support and devotion for their favorite team. The amount of school spirit Duke brings to their University fosters social capital among students and the Duke fan community.

These fans have supported Duke all the way to the Sweet 16 round, who is scheduled to play Arizona this Thursday, March 24. Also making it to this round is their hometown rival, the UNC Tar Heels. This age-old rivalry has strengthened the brand loyalty of both Duke and UNC. This game attracts millions of viewers each time the two schools compete and is one of the most entertaining and thrilling games of the season to watch. They have not yet faced each other in this year’s NCAA tournament, but in order to reach the Championship game they will have to. Will Duke and Coach K maintain their champion status or will they be “Tar-heeled”? What do you think?

Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess

Comments

10 responses to “The Devil Wears Royal Blue”

March 21, 2011

Sally Shupe

I love this post! As a Duke fan, I completely appreciate the brand that has been established over the years that have been associated with the basketball dynasty. The hard work of the student-athletes both in and out of the classroom rarely equate this program with a “one-and-done” player. The students that play for the program go to Duke in order to achieve an elite education while also finding a four year loyalty to the basketball team. They brand themselves with words like “dedication”, “leadership”, “elite”, and “dominant” without even discussing the impact that graduating with a Duke degree has past graduation. The Blue Devils will forever be branded as a team that creates and develops winners. And with Coach K as the head coach, the brand will only remain a consistent force of power both on and off the court.

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March 22, 2011

Kaitlin Green

Being a HUGE Duke Blue Devil fan, of course I love this! The video posted fit perfectly, and gave me a sense of pride just being a Blue Devil fan. I agree that the brand rivalry between Duke and Carolina boosts support for both teams. Without Carolina, Duke wouldn’t have the supportive fan base that they have and vice versa. No Duke or Carolina fans miss the game between the two!

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March 23, 2011

Kelly Penny

As a Duke fan I was more then happy to read this blog. Duke truly has created over its vast year such a strong brand that stands for so much. I like how you pointed out how the UNC and Duke rivalry make both of their brands much stronger. Essentially they need each other to maintain a certain brand which seems to be ironic due to such an intense rivalry.

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March 23, 2011

Courtney Sturgiss

This post is fantastic. Duke have not only marketed themselves as a team, but with Coach K created his own brand, and being associated with Duke, it’s image is being strengthened with every individual character that becomes well known, and a symbol of Duke themselves.
Rilvary between Duke and Carolina is helpful for both teams. People come to watch a game just to see the other team get beat. The more passionate the community becomes in the brand, the better.
Courtney sturgiss

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March 23, 2011

Jordan Hill

Being a Duke fan, I can appreciate this post. Under the leadership of Krzyzewski, Duke continues to thrive as the top-notch team they are branded as. The teams consistency and skill shine through the athletes while at Duke, as well as while furthering their athletic experiences in the NBA. Whether or not they will show consistent success in the rest of the championship is unknown, however they will remain a respected program regardless of their outcome.

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March 24, 2011

Meagan Culkin

I’ll be honest, I hate Duke. I am a loyal Tarheel through and through, but even still, I can swallow my distaste for the Blue Devils long enough to recognize branding when I see it. While the Duke-Carolina rivalry is nothing new, I think that Coach K has stirred up a huge influx of team spirit among Duke fans over the past few years, making the games that much more exciting and the rivalry that much more heated. Branding has reached an entirely new level under K’s rule. Many would even go so far as to say that Coach K has become a brand in and of himself– as can be proven by the newly painted Blue Devils court with K’s name on it. While more than a little arrogant, it’s certainly branding at its pinnacle.

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March 24, 2011

Alaethea Hensley

I am neither a Tar Heel or a Devil fan. I didn’t grow up here so really it doesn’t mean much to me. However, the brands of both UNC and Duke pretty much smack you in the face as soon as cross the border into North Carolina. Duke has definitely established a brand and has extremely loyal consumers of the brand. I don’t know much about Duke in the past but I can say that Dukies are proud of their Coach and their school and it seems like with every game they win, the stronger their brand becomes. Will they win the championship? Who knows, but I don’t think that will hurt their brand in any way.

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March 24, 2011

Lauren Inscoe

I am actually a huge Carolina fan and I dislike Duke just as much as any other Tar Heel fan, but I can’t deny the excellent branding that has been created for Duke. Duke’s basketball popularity and support are tied greatly into its success. The basketball team alone contributes to the Duke brand and image like no other. Coach K has been a huge influence in creating the brand that Duke is today and he has also created a brand around himself. The rivalry games between the Tar Heels and the Devils are ones where the fans are extremely passionate about the outcome. This rivalry continues to make the brand prosper. Even if Duke does not win the NCAA tournament this year, their name and brand will continue to prosper without winning as excellent basketball players. Duke university is also well known for their education program and this is very important in itself. I wouldn’t be a true Tar Heel if I didn’t say I hope they win the tournament. We will just have to wait and see!

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March 24, 2011

Caroline Walkup

It’s funny because I am also somewhat of a mediocre college basketball fan with no real stance on the rivalry, but I grew up in North Carolina, not far from these two great universities. However, because I am unbiased, I realize how truly impossible it is to be in NC and ignore the brand that is Duke. It’s not totally the academia that has branded the university but is moreso the basketball team and Coach K himself that has created the brand, but it is a remarkable phenomenon to observe. Most universities, as current UNCW students have witnessed, struggle to formulate such a strong identity within their community, state, and especially the nation; but, Duke is unlike any university, as they have mastered their brand. Their following is so loyal, as is UNC’s, that “they” say: “you either love them (insert Duke/UNC here), or hate them, there is no in between.”

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March 24, 2011

Kacey Cox

While I can’t stand Duke I know that Coach K is a good coach. There is no denying that if you just look at how successful he has been. He has done great things for Dukes program. Because of him they have that pride for their team. Without him coaching and supporting his team in view of the student population at Duke they would not have the fan base they do. He has done an amazing job of building a brand for the school basketball program. As much as I hate to say it when someone says something about Duke basketball one thing that comes to mind besides either a love or hatred is a winning basketball team.

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