A collegiate athletic brand transformation: rebranding a Native American brand identity Online publication date: Sun, 02-Dec-2007
by Beth A. Easter, Edward Leoni, Judy A. Wiles
International Journal of Sport Management and Marketing (IJSMM), Vol. 3, No. 1/2, 2008
Abstract: Case study data were analysed from Southeast Missouri State University, a National Collegiate Athletic Association Division I institution, which changed its nickname from Indians to Redhawks in 2004. The purpose was to examine critical factors involved in changing from a Native American sports brand to a more marketable brand and to establish brand equity benchmarks for a brand changed with no attending alteration in core sport product. Both qualitative and quantitative data were collected pre-change and post-change including survey data, attendance records and university documents. Analysis supports the relevance of Gladden et al.'s [1998; Journal of Sport Management, Vol. 12, pp.1–19] conceptual framework for brand equity in collegiate athletics and expands on Gladden and Funk's [2002; Journal of Sport Management, Vol. 16, pp.54–81] work showing the importance of non-product-related attributes including brand marks and logos, nostalgia and tradition in brand associations.
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