Exploring Branding Strategies and Barriers of Female Collegiate Athletic Coaches

Branding has been conceptualized, contextualized, and operationalized in various ways. However, little research has been conducted exploring coaches and their personal branding. Although researchers have investigated the content that collegiate male coaches post on social media, there is a dearth of research investigating female collegiate coaches and the strategies they utilize when constructing their brand online. Therefore, the purpose of this study was to examine the branding strategies used by female collegiate coaches when constructing and presenting their online brand. The authors collected data via a qualitative methodology, utilizing semistructured interviews with female head and assistant coaches in college athletics. Results indicate that the coaches were strategic in their approach to social media, while also encountering obstacles when deciding how to communicate aspects of their brand. Theoretical implications stem from findings that are consistent with decision-making processes outlined by behavioral decision theory, and practical implications are centered on strategic branding suggestions for coaches.