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Science, Restraint, and J. Edgar Hoover: Building and Maintaining the FBI Brand, 1933 to 1972
Unformatted Document Text:  ABSTRACT Science, Restraint, and J. Edgar Hoover: Building and Maintaining the FBI Brand, 1933 to 1972 Matthew Cecil, Ph.D. Associate Professor Jennifer M. Tiernan, Ph.D. Assistant Professor Didem Koroglu Assistant Professor Department of Journalism and Mass Communication South Dakota State University This study argues that J. Edgar Hoover’s disciplined focus on the FBI brand and on accruing brand equity and social capital was a key factor in the Bureau’s dramatic growth from a bureaucratic backwater into an iconic giant in American society. The success of FBI branding during the Hoover era offers an early, normative model of how to generate brand equity on a nationwide scale.

Authors: Cecil, Matthew., Tiernan, Jennifer. and Koroglu, Didem.
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ABSTRACT 
 
Science, Restraint, and J. Edgar Hoover:  
Building and Maintaining the FBI Brand, 1933 to 1972 
 
Matthew Cecil, Ph.D. 
Associate Professor 
Jennifer M. Tiernan, Ph.D. 
Assistant Professor 
Didem Koroglu 
Assistant Professor 
 
Department of Journalism and Mass Communication 
South Dakota State University 
 
 
This study argues that J. Edgar Hoover’s disciplined focus on the FBI brand and on 
accruing brand equity and social capital was a key factor in the Bureau’s dramatic growth 
from a bureaucratic backwater into an iconic giant in American society. The success of 
FBI branding during the Hoover era offers an early, normative model of how to generate 
brand equity on a nationwide scale. 


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