Hats. T-shirts. Cups. Bobbleheads. The desire of fans to purchase, wear, and display licensed
products bearing the name of a favorite team or sport is a key source of revenue for sport
organizations. The recognition of a long-standing name, logo, and mascot are essential
elements of fans’ desire. Consider the number of professional sport teams and colleges and
universities (e.g., Miami Dolphins, Miami Marlins, LA Clipper, Cleveland Indians, Juventus,
University of North Dakota) that have changed their name, logo, and mascot. The impact of
such a change is dramatic regarding to marketing strategies—new name, logo, and mascot
means new merchandise. The team would also need to develop an effective public relations
campaign to continue to garner the support (and revenue) from their fan base.
Instructions
In a 3- to 4-paragraph Journal entry, respond to the following:
1. What are the most pressing public relations issues professional sport franchises and
colleges and universities need to consider regarding to name, logo, mascot changes?
How might these issues impact the organization’s marketing strategies?
2. What is the potential impact of a name, logo, and mascot change on consumer spending
on licensed products? Consider the financial implications of rebranding and discuss how
sport organizations have fared post-rebranding.
Support your writing with concrete examples from your personal experience, observations, and
the Learning Materials. Be sure to use proper APA citations to support all presented thoughts
and ideas in your work.

WK4J
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