The Brand Builder

Y ou walk into a sports apparel store to do some casual perusing. All the usual suspects are there — the Astros, Rockets and Texans. But then, in a section that seems to be growing every time you visit, you see it: the University of Houston Cougars merchandise. We’re fighting to make this a common sight.

Over the past five years, as leader of the brand management, licensing and trademarks team at UH, I’ve been part of a determined effort to build the UH brand. It’s not an overnight success story but rather a marathon — and we’re beginning to hit our stride. We see UH merchandise cropping up not only in Texas, but also in major markets across the country, such as Los Angeles, Chicago and Washington, D.C.

Our University is one of the city’s driving forces. Thanks to licensing, people from far outside of Houston get to be a part of our brand too.

Prior to joining the team at UH, I spent 17 years working at a licensing agency whose main client was Ford Motor Company, navigating international licensing deals that propelled the Ford name into more markets and households. Since joining UH in 2019, I’ve been tasked with guiding the UH brand to even greater heights.

Branding is all about consistency and persistence, and that’s exactly what we’re applying to the UH brand. Whether cars or higher education, my favorite thing about branding work has remained the same: Every day is different.

I love to see how people interact with the brand. Its identity has been shaped by the experience people have with it, and that’s how merchandising plays a key role. It’s a way to identify as part of the Coog Nation.

In the Texas market, there is intense competition for each spot in every shop. We’re actively fighting for more visibility, battling for space in stores and making sure the UH brand stands out.

And it’s paying off. Lately, the number of people identifying with the Houston Cougars has steadily trended upward, and UH’s merchandise sales have grown each year since the pandemic.

More national brands, such as Peter Millar and Tommy Bahama, are becoming a part of our licensing program. The University is being approached by new companies eager to be a part of this expanding brand. Although I can’t disclose all the details, I can say that upcoming deals will link UH with some household names.

One recent win we’re excited about is our partnership with Travis Scott, along with Fanatics and Lids. This collaboration allows fans to sport UH gear styled in Scott’s Cactus Jack brand. These partnerships are more than just business deals. They’re a way for the UH community to celebrate their pride, and they help build the brand even further.

Building a brand is about more than just putting logos on hats and shirts. It’s about creating a legacy of excellence and innovation people want to be a part of.

And that leads us to another key piece of this feedback loop: the Cougars who are creating excitement and energy around the UH name. That includes the men’s basketball team, which has become one of the nation’s premier programs and a perennial contender for the Final Four. With their solid defense and scrappy play, the team embodies the tenacity, grit and get-it-done spirit that have come to represent the University.

UH is all about bringing the best and brightest to the same place so we can work together and accomplish something great. It’s a brand of achievement and innovation, and the basketball team is just one of many catalysts.

Our alumni, who are scattered around the world, have made the University synonymous with hard work and success. Everything from prestigious academic research to prize-winning professors helps fortify the UH brand. For instance, Cristina Rivera Garza, director of UH’s creative writing program in Hispanic Studies, recently won a Pulitzer Prize.

Our students are earning more coveted national fellowships than ever before, and UH is ranked among the top 75 public universities by U.S. News & World Report, with efforts underway to move even higher. Every piece of positive news contributes to the positive associations people celebrate.

We are relentlessly pursuing every opportunity, knocking on doors and exploring every avenue to ensure UH merchandise finds its way into more stores. There’s still a long road ahead, but we’re more determined than ever to make UH a name that stands tall across the nation.