02577nam a22004691i 4500 000708232 CaToSAGE 20240202172917.0 20210113164030.7 m|||||o||d|||||||| cr ||||||||||| 201215s2019 enka fob 001 0 eng d NEZPRACOVANÝ IMPORT 9781529752595 (ebook) : No price (OCoLC)1228916869 CaToSAGE eng CaToSAGE rda pn UtOrBLW HF5415.15 .D38 2019 658.5 Davies, Melissa, author. Puck drop in the Pacific Northwest : building brand equity for a new professional sport franchise / Melissa Davies, Michael L. Naraine, Brandon Mastromartino. London : Human Kinetics, Inc., 2019. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE business cases Originally Published InDavies, M., Naraine, M., & Mastromartino, B. (2019). Puck Drop in the Pacific Northwest: Building Brand Equity for a New Professional Sport Franchise. Case Studies in Sport Management, 8(1), 18-24. Includes bibliographical references and index. This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL's next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Product management. Sports Marketing. Naraine, Michael L., author. Mastromartino, Brandon, author. SAGE Knowledge https://sk.sagepub.com/cases/puck-drop-pacific-northwest-brand-equity-new-pro-sport-franchise Plný text SBC EB NEPOSILAT EB