IDEAS home Printed from https://ideas.repec.org/a/taf/rsmrxx/v19y2016i2p211-226.html
   My bibliography  Save this article

The delicate art of rebranding a minor league baseball franchise: Practices, pitfalls, and payoffs of rebranding the Winston-Salem Warthogs

Author

Listed:
  • Khalid Ballouli
  • John Grady
  • Randall Stewart

Abstract

This case study deals with the transformative rebranding of the Winston-Salem Warthogs, a Class High-A minor league baseball franchise and affiliate of Major League Baseball's Chicago White Sox, as the Winston-Salem Dash. It was written and designed to be multi-faceted for instructors to use in various sport management courses, such as sport marketing, organizational behavior, human resource management, ticket and sponsorship sales, and public relations. There are three primary aims of the study. The first aim is to challenge students to critically assess the practices of external rebranding (with implications relative to consumer attitudes and brand equity) and internal rebranding (with workplace outcomes that favor employees and uphold brand values). The second aim is to make students consider the potential pitfalls of rebranding with regard to crisis and contingency planning and public relations. The third aim is to highlight the potential payoffs of rebranding when managers of sport organizations are willing to consider changes in views regarding the spirit and culture of the work environment (internal brand) and the overall quality and characteristics of brand marks (external brand). As a core feature of this real-world case study, interviews with stakeholders and personnel of the franchise give a glimpse at some real scenarios that students may face as they enter into the industry of team sport marketing.

Suggested Citation

  • Khalid Ballouli & John Grady & Randall Stewart, 2016. "The delicate art of rebranding a minor league baseball franchise: Practices, pitfalls, and payoffs of rebranding the Winston-Salem Warthogs," Sport Management Review, Taylor & Francis Journals, vol. 19(2), pages 211-226, April.
  • Handle: RePEc:taf:rsmrxx:v:19:y:2016:i:2:p:211-226
    DOI: 10.1016/j.smr.2015.04.001
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1016/j.smr.2015.04.001
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1016/j.smr.2015.04.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rsmrxx:v:19:y:2016:i:2:p:211-226. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rsmr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.