Ignition Tradition? A Case Study of the Florida State University Athletics Department’s 2014 Logo Redesign

Ignition Tradition? A Case Study of the Florida State University Athletics Department’s 2014 Logo Redesign

Brand marks are important representations of organizations. Over time, due to a variety of reasons, brand marks may cease to be effective representations and require redesign. In recent years, a number of sport organizations have undertaken efforts to design new or update existing brand marks. In th...

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Veröffentlicht in:Journal of applied sport management 2018-01, Vol.10 (3), p.1-14
Hauptverfasser: Hedlund, David P., Gordon, Brian S., Yoshida, Masayuki, St. Germain, Joseph, McPhatter, Marlon
Format: Artikel
Sprache:eng
Schlagworte:
Analysis
Brand equity
Purchase intention
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Zusammenfassung:Brand marks are important representations of organizations. Over time, due to a variety of reasons, brand marks may cease to be effective representations and require redesign. In recent years, a number of sport organizations have undertaken efforts to design new or update existing brand marks. In this research, a detailed examination of the opinions and intentions of fans, stakeholders, and the public regarding the Florida State University (FSU) Athletic Department's redesign of FSU's primary logo is described, assessed, and discussed. Keywords: Sport organization, brand mark, logo, redesign, fan behavior
ISSN:2327-0187
2327-0179
2327-0187
DOI:10.18666/JASM-2018-V10-I3-8911