Record Details
The “Re-Beav” Branding: An examination of the process and outcomes of the Oregon State Athletics Rebrand
ScholarsArchive at Oregon State University
| Field | Value |
|---|---|
| Title | The “Re-Beav” Branding: An examination of the process and outcomes of the Oregon State Athletics Rebrand |
| Names |
Rumpakis, Alexandra
(creator) Bee, Colleen (advisor) |
| Date Issued | 2015-05-28 (iso8601) |
| Note | Honors Bachelor of Science (HBS) |
| Abstract | The culture of brands and branding is ever-changing and evolving. Brands are becoming increasingly important in today’s society, yet they are harder to differentiate. As a result of this growing importance and competition, it is difficult to attain a strong brand presence among competitors and achieve a distinct identity with consumers. Therefore it is vital for companies and corporations to develop a brand that is strong, differentiated and competitive. The purpose of this thesis is to understand the importance of branding and rebranding within a Division-1 university athletics department and how it contributes to a national brand identity. It discusses what branding and rebranding is, and why it is important to establish a strong brand culture and identity. It utilizes Oregon State University as a case study to examine the process and outcomes of re-branding in a Division-1 university athletic department. |
| Genre | Thesis |
| Topic | branding |
| Identifier | http://hdl.handle.net/1957/55995 |
