Transforming a University Athletic Brand: Success to Failure A Case Study
Colleges and Universities that create successful athletic teams invest significant resources to assure the continued success of the brand creates. They do so because that investment generates returns in terms of reinforcing the educational quality that those schools want to project and establishing a public profile that may be used to attract prospective students. There are significant financial returns, in the case of Division I basketball, participation in the NCAA tournament. This case study is over a 50 year period of time where actions and attitudes led to a decline.
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Dick, Ron, "Transforming a University Athletic Brand: Success to Failure A Case Study" (2015). Association of Marketing Theory and Practice Proceedings 2015. 5.