Reports this morning have Chris Collins accepting the head coach position at Northwestern over the same position at Minnesota. Based on our Big Ten Brand Equity Rankings, this seems to be a mistake. Minnesota is ranked second in the Big 10, while Northwestern is ranked 8th. Greater brand equity means higher fan loyalty and more revenue in the athletic department. This money can be used for better facilities and for recruiting. Chris Collins seems to be eschewing brand equity in order to return to his hometown.