1998 (Lou Harris)

Positive

• NCAA is regarded as doing well at providing excellent competition, embracing competitive spirit and supporting individual achievement. Confidence in the NCAA is highest among student-athletes.

• The public sees the NCAA's goals as ensuring that student-athletes have the time and support necessary to complete their education, and protecting the safety and interests of student-athletes. However, many believe those goals to be aspirational and not realized.

Negative

• NCAA is not rated highly for its effort to control the significant influence of money on college sports. Few respondents understand where the money goes.

• Most respondents believe rules-breaking to be prevalent. Many are confused on who is responsible for rules and enforcement.

• NCAA is interpreted as powerful, commercialized, greedy and arrogant, and not dynamic, open or fair.

• Few understand how the NCAA works or what it does. Public confidence is low.

• Media identify other media as their primary source of information about the NCAA.

2002 (Landor Associates)

Positive

• NCAA is synonymous with college sports.

• NCAA is known for high-caliber athletics competition and tradition.

Negative

• NCAA has a limited profile beyond football and basketball. There is no awareness of purpose and role, or of operations and governance.

• NCAA is linked with connotations of big business and money.

• There is no strong link between the NCAA and higher education -- the NCAA is concerned only with the performance of premier athletes.

• The desired core attributes of dynamic, leadership and diversity are considered aspirational.

2005 (TNS Sport)

Positive

• The NCAA is synonymous with college sports.

• The NCAA's role as the governing body of intercollegiate athletics is viewed as necessary to prevent chaos.

• The NCAA logo is highly recognizable and generates positive equity.

• The term "student-athlete" is "top of mind" among respondents.

Negative

• Details of the Association's organization and mission are unknown (no movement from past perception).

• The Association's statements on core values, unique attributes and purpose are deemed highly appropriate, but a perceived lack of communication of those statements results in questions about credibility.