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SBD/June 1, 2011/Media
Big Ten Network Rebrands Itself As BTN, Introduces New Logo
Published June 1, 2011
LOSING COUNT: In San Antonio, Brent Zwerneman noted starting this summer, the Big Ten will have 12 members and the Big 12 will have 10, but "based mainly upon brand loyalty, both conferences intend to keep their numerically challenged monikers." The Big 12, "after hiring a consulting firm to explore other options, announced last week it intends to keep its name." Big 12 Associate Commissioner for Communications Bob Burda: "There's been a lot of success with the Big 12 brand -- we've won national titles with that name. It just seemed based on the equity that's been built to this point, it was in our best interest to keep the name and logo as is moving forward." Baylor AD Ian McCaw said the decision to keep the name was a "wise decision." McCaw: "We did some internal surveys and had a branding consultant work with us. The Big 12 has such great equity and credibility, and it means so much to people in this part of the country, that a change really wouldn't have served us well." However, McCaw said, "That probably wasn't the best thought-out idea in the world, attaching a number to a conference name" (SAN ANTONIO EXPRESS-NEWS, 5/29).