This study examined the rebranding of the Brooklyn Nets. A discourse analysis was conducted that observed messages generated by the Brooklyn Nets, selected media sources and fans regarding a number of elements relating to the Brooklyn Nets rebrand.
Branding is important to businesses and building brand equity and brand associations with the external public is important for businesses looking to succeed in a profit driven world. This is no different for professional sports franchises who also focus on building brand equity and brand associations with sports fans and other members of the general public. By first examining the methods taken and messages generated by the Brooklyn Nets regarding their rebrand and then examining the messages and discourse generated by the media and fans regarding the Nets rebrand, this thesis was able to produce a number of best practices for sport franchises who may be looking to rebrand in the future.
Findings show that a rebranding team should place an emphasis on developing a quality product over connecting the product to noteworthy individuals. Additionally, rebranding organizations would be wise to consult individuals experienced with sport rebranding rather than enlisting the services of less qualified but more famous individuals. Rebranding organizations should also not be afraid of taking a risk (when appropriate) when developing their visual brand. Authenticity and actions consistent with an organizations own messages are important to establishing strong brand equity and brand associations. Organizations might choose to emphasize their impact in the stadium community, their potential success in that community and finally, treat employees, players and fans in a professional manor consistent with team messages.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-04102013-200554 |
| Date | 28 April 2013 |
| Creators | Wunderlich, Michael Shane |
| Contributors | Dahmen, Nicole, Osborne, Anne, Moore-Copple, Jensen |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-04102013-200554/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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