ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS

Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging,...

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Bibliographic Details
Published inMarketing education review Vol. 29; no. 2; pp. 125 - 130
Main Authors Bennett, Delancy H. S., Matos, Geraldo, Andonova, Yana
Format Journal Article
LanguageEnglish
Published Routledge 03.04.2019
Subjects
Aesthetics
Attitude Change
Educational Objectives
Experiential Learning
Familiarity
Higher Education
Marketing
Merchandise Information
Program Descriptions
Teaching Methods
Team Sports
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Summary:Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be easily adapted for a wide array of marketing classes. Findings indicate the students' knowledge of, familiarity with, and ability to apply rebranding increase as a result of the experience.
ISSN:1052-8008
2153-9987
DOI:10.1080/10528008.2019.1609992