Title: Role of brand in branding activities of Ice Hockey World Championship Objectives: The aim of this thesis is to create a new archetype of brand of Ice Hockey World Championship. This archetype is based on results of qualitative research which is focused on perception of brand of Ice Hockey World Championship from last 11 years (2007-2017). Methods: Written and electronic questioning was used in research focused on the perception of brand of Ice Hockey World Championship. This research is very important part of the thesis. The theoretical part is based on the analysis of documents (theoretical reflection). Descriptive analysis was used in the analytical part. Results: Archetype of brand of Ice Hockey World Championship was created in the thesis. This archetype was named The Fair Guy and contains some basic values typical of ice hockey (e.g. fair play, friendship or respect). Keywords: archetype, logo, mascot

This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.

Intercollegiate athletics is a very important part in American higher education both financially and symbolically. One of the most distinct features of college sports is athletic mascots and nicknames of colleges and universities represent not only the athletic programs but also the whole institutions and communities. As they were deeply ingrained in American culture, some colleges and universities maintained Native-American themed mascots. Scholars and activists criticized the use of these mascots due to offensiveness and racial stereotyping. After the criticisms and the sanctions by the National Collegiate Athletics Association in 2005, many abandoned or modified the mascots in a more politically correct way. In case of Florida State University (FSU), however, the university could avoid the possible nickname change mainly because of the endorsement by the Seminole tribe in Florida. The purpose of this dissertation is to explore the roles of the Native American nickname and the mascot (the Seminoles and Chief Osceola) at the Florida State University as organization builders for the university. The following research questions framed this study: (a) What organizational roles have the Seminoles nickname and Chief Osceola mascot played at Florida State University and what can these roles tell us about the organizational trajectories of the university? (b) Do the nickname and mascot and their use correspond to the conceptual framework of “invented tradition?” If so, what is the utility of this framework in understanding the role these traditions play at the university? Qualitative data sources for this case study were collected from informal observations, documents, and semi-structured in-depth interviews. I reviewed how FSU’s football and its Native-American mascot and nickname played a huge role in the process of institutional growth and development from a small regional women’s college to a research-oriented, flagship state university, utilizing Eric Hobsbawm and Tony Collins’s framework of “invented traditions".

Referring to an employee as “the face” of an organization suggests that an individual worker’s actions may transmit information about the kind of organization they represent. Mascots in a baseball stadium make that metaphor material by wearing an organizationally prescribed mask and performing in the name of the organization (Keller & Richey, 2006; MacNeill, 2009). This study investigated how one baseball mascot, Spike of the Round Rock Express, embodied his team’s identity through the activation of organizational routines by analyzing video recordings, autoethnographic field notes, and stories (Heath & Luff, 2013). Recognizing the highly symbolic work of a mascot work has implications for the performer, audience members, and organizations who rely on mascots to enhance the stadium experience. Additionally, this research provides suggestions for future mascot performers on how they might come to “know your role and play it to the hilt” (Devantier & Turkington, 2006). Organizational routines combine three recursive dimensions: the ostensive, understandings an employee brings to his or her work, the performative, actions an employee takes while doing his or her work, and the artifactual, material objects an employee uses or creates in order to facilitate work tasks (Feldman & Pentland, 2003). This research begins with an exploration of how I developed occupational and organizational role expectations. In order to know my role, I had to learn Spike’s identity: what he must do, may do, and can do (Strauss, 1959; Enfield, 2011). I specifically recognize the ways I came to understand my role as someone who embodies the mission of the organization through the preparation of artifacts for performance and protection of the audience for whom I am performing. The performative dimension is explored by identifying instances when my performance challenged established understandings of Spike’s identity, specifically in instances where I was unprepared for a scenario or chose to protect one group’s interest over another’s. In these unanticipated moments, I often found myself turning other participants in the stadium event, like fans and coworkers, into co-performers and relied on their improvisational offerings to inform my ongoing performance (Eisenberg, 1990; Meyer, Frost, & Weick, 1998). / text

This paper examines the issue of our over-consuming society and its consequences using the example of the fashion industry. As the fashion industry alone is one of the biggest culprits in the global environmental deterioration and overexploitation of resources, the paper mainly focuses on the environmental impact. As a solution, the paper presents the application “Lessly”, which can help individual consumers to change their shopping behaviour and become more sustainable in their choices. In particular, the paper outlines the development of the app and the design decisions. The main token of the app is a mascot which also shares the name of the app, “Lessly”. The name originates from the saying “less is more” – the slogan of the app, which intends to describe the counter-movement of the ever-accelerating fashion consumption. Thus, the Lessly app represents a convenient tool for positive consumer change and the potential for a better environment and future.

This essay compares five breakfast cereal packages to study how they visually communicate to the audience through anthropomorphic mascots. The purpose of this study is to contribute with knowledge of how the use of anthropomorphic mascots can help a brand communicate. To study this, a semiotic analysis has been used on five different cereal packages, Kellogg´s Frosties, Kellogg´s Coco Pops, Nesquik, Froot Loops and Kalaspuffar. The analysis was later compared with different research papers to confirm and discuss the results that anthropomorphic mascots are a good way to communicate to create a relationship with children and adults. Anthropomorphic mascots resemble characters in childhood stories that children are already familiar with. Cereal packaging also use nostalgia to communicate to adults/parents through well used mascots and familiar design.

This thesis is based and developed on the ambiguous and open conception, iconic species, which reveals the relationship between human society and non-human species that goes be- yond its biological status. From the case of the giant panda, I attempt to deconstruct the shap- ing process of an iconic species from multiple perspectives, which includes how a specific cultural context, or a specific historical period contributes to the shaping process and how the government and the public diverge or even clash around the shaping process. Then, I introduce my fieldwork where I through observing both giant pandas and red pandas in the exhibition centres called panda bases to analyse the encountering an iconic species in reality and their different influences on public awareness of the wildlife conservation. I also attempt to explore the various representative forms of an iconic species such as the Tibetan antelope ranging from the mascot to the film and follow the changes of its symbolic meanings in different forms. In conclusion, the thesis is aimed to reflect the hybrid features of the iconic species and pro- vide in-depth interpretation of the endless interactions between the human beings and other species.

Marketing aimed towards children under the age of 12 is prohibited in Sweden. Packaging design has a crucial role from a marketing perspective as it might be the only way to reach this target group. The purpose of this study is to analyze how graphic design and visual communication differs when it is aimed to children and adults. This essay also examines how media characters are used in marketing of health products targeted towards children and adults to create synergies. The use of media characters in packaging design results in two different types of synergies. The first type is the synergy between two brands when the collaboration benefits them by mutually increasing their legitimacy. The other type of synergy occurs when marketing of a product is designed to simultaneously reach two different target groups: children and adults.

The goal of my diploma thesis was finding a suitable method for unifying score values from various protein identification search tools in MS/MS mass spectrometry into one single score value. Data coming from the output of mass spectrometer are processed in two independent search tools Mascot and X!Tandem. These were selected especially for their wide usage in proteomic labs. Both results are evaluated through newly designed function and unified by single valued score clearly identifying found proteins. Newly designed scoring value is called Matascore and function producing this score was implemented in MATLAB. Function and its results were successfully tested by real data available in public databases on the Internet.

Thesis (M.A.)--Kent State University, 2007. / Title from PDF t.p. (viewed June 26, 2008). Advisor: Elaine J. Hall. Keywords: Indian mascots; Racial inequalities; Framing; Content analysis. Includes bibliographical references (p. 111-124).