A name with no body: The search for a school mascot case study

Scott R. Hamula
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Scott R. Hamula: Associate Professor, Chair, Department of Strategic Communication, Roy H. Park School of Communications, Ithaca College, 355 Roy H Park Hall, Ithaca, NY 14850, USA

Journal of Education Advancement & Marketing, 2019, vol. 4, issue 3, 229-238

Abstract: This case study explores the concept of branding as it is applied to institutions of higher education. It examines how one school undertook an attempt to create a brand character or, in this situation, a school mascot, to represent an already existing character name, ‘Bomber’. The entire ideation process is explored as well as how various stakeholders were solicited and managed.

Keywords: athletics; branding; higher education; marketing; mascot; sports marketing; stakeholders (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2019:v:4:i:3:p:229-238

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