Case Study: Building an Athletic Brand at USC-B

Case Study: Buildin" rel="nofollow">ing an Athletic Brand at USC-B Order Description In 2007, University of South Carolin" rel="nofollow">ina – Beaufort (USC-B) launched in" rel="nofollow">intercollegiate athletics. Prior to their first competitive event, the university was in" rel="nofollow">in need of a mascot, logo, and color scheme that would be appropriate for the new athletic department, as well as for the two-campus in" rel="nofollow">institution that was located in" rel="nofollow">in beautiful South Carolin" rel="nofollow">ina Sea Islands. This case study (Nagel & McGee, 2012) provides details regardin" rel="nofollow">ing USC-B’s mascot selection process. After readin" rel="nofollow">ing the case study, respond to the followin" rel="nofollow">ing questions: Why is the athletic department logo important? What value does it add to an athletic program? How does it impact potential marketin" rel="nofollow">ing activities? What would have been your top three choices for USC-B? Why? What were the most important criteria USC-B utilized in" rel="nofollow">in its mascot decision? What other criteria might have been in" rel="nofollow">included? How would you in" rel="nofollow">introduce the logo to the athletes, to the university, and to the community? Why would USC-B’s senior executives in" rel="nofollow">invest so much time in" rel="nofollow">in an athletics brandin" rel="nofollow">ing decision? How would the new image and the extensive press it would receive in" rel="nofollow">in the sports pages affect the university’s visibility and reputation? This 4-6 page paper should in" rel="nofollow">include evidence from the Required Studies and your research. Cite and reference your sources in" rel="nofollow">in APA style. Click here for in" rel="nofollow">information on course rubrics. References Nagel, M. & McGee, L. (2012). Buildin" rel="nofollow">ing an athletic brand: The University of South Carolin" rel="nofollow">ina - Beaufort crafts a new image. Champaign: Human Kin" rel="nofollow">inetics.