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A name with no body: The search for a school mascot case study
Journal of Education Advancement & Marketing,
4
(3),
229-238
(2019)
Abstract
This case study explores the concept of branding as it is applied to institutions of higher education. It examines how one school undertook an attempt to create a brand character or, in this situation, a school mascot, to represent an already existing character name, ‘Bomber’. The entire ideation process is explored as well as how various stakeholders were solicited and managed.
Keywords: athletics; branding; higher education; marketing; mascot; sports marketing; stakeholders
The full article is available to subscribers to the journal.
Author's Biography
Scott R. Hamula is an Associate Professor and Chair of the Department of Strategic Communication at the Roy H. Park School of Communications at Ithaca College. He cofounded the integrated marketing communications major and has served on marketing-related college committees. His research interests are branding in higher education and electronic media, brand activation and experiential marketing.
