In the world of college football, the question of which program has the strongest brand appeal is a topic of much debate. While Oklahoma and Texas have historically dominated the sport, their recent decline has left a void in the Big 12. Among the current conference members, BYU stands out as a strong contender for the biggest brand. Its large LDS following and notable quarterbacks under LaVell Edwards have contributed to its recognition. However, Utah has also made significant strides in on-field success, but has yet to reach the same level of brand recognition as BYU. Texas Tech, on the other hand, is making waves with its billionaire-backed experiment, aiming to build a century-old brand virtually overnight. The Red Raiders' recent attention and success could potentially elevate the Big 12's brand, but it remains to be seen if they can sustain it. In the end, the conference's future success may depend on the ability of these programs to fill the void left by Texas and Oklahoma and establish themselves as national contenders.
