Reference no: EM133160840
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.
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.
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