02984nam a22004811i 4500 000709427 CaToSAGE 20240202172917.0 20180103162434.3 m|||||o||d|||||||| cr ||||||||||| 180103r20122012enka fob 001 0|eng|d NEZPRACOVANÝ IMPORT 9781526435378 (ebook) : No price (OCoLC)1023529516 CaToSAGE eng CaToSAGE rda pn UtOrBLW LD6501.B43 N34 2012 378.75799 Nagel, Mark S., author. Building an athletic brand : the University of South Carolina Beaufort crafts a new image / Mark S. Nagel, Lynn W. McGee. London : Human Kinetics, Inc., 2012. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published in Nagel, M. S., & McGee, L. W. (2012). Building an athletic brand: The University of South Carolina Beaufort crafts a new image. Case Studies in Sport Management, 1(1), 59-75. DOI:. Includes bibliographical references and index. In 2002, the state of South Carolina authorized the University of South Carolina Beaufort (USCB) to alter its role and mission from a two-year college to a four-year, baccalaureate-granting institution. As part of its desire to become a "full-service" university, USCB planned to begin intercollegiate athletic competition by 2007. In addition to launching the athletic department, USCB needed to select a mascot and logo that would be appropriate not only for the new athletic department, but also for the two-campus institution that was located in the beautiful South Carolina Sea Islands. Rather than simply have the chancellor or the new athletic director select the mascot and color scheme, USCB formed a mascot selection committee comprised of various on and off-campus stakeholders who utilized survey research to solicit a wide variety of potential mascot choices before undertaking its evaluations and making its final recommendation. This case provides details regarding USCB's mascot selection process and poses a variety of questions for students to contemplate when making athletic branding decisions. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas University of South Carolina at Beaufort Sports. Sports Marketing. Branding (Marketing) McGee, Lynn W. (Lynn Wilson), 1955- author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/building-an-athletic-brand-usc-beaufort-crafts-a-new-image Plný text SBC EB NEPOSILAT EB