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

Author

Listed:
  • Hamula, Scott R.

    (Associate Professor, Chair, Department of Strategic Communication, Roy H. Park School of Communications, Ithaca College, 355 Roy H Park Hall, Ithaca, NY 14850, USA)

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.

Suggested Citation

  • Hamula, Scott R., 2019. "A name with no body: The search for a school mascot case study," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(3), pages 229-238, December.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:3:p:229-238
    as

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    More about this item

    Keywords

    athletics; branding; higher education; marketing; mascot; sports marketing; stakeholders;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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