The “Re-Beav” Branding : An examination of the process and outcomes of the Oregon State Athletics Rebrand Public

http://ir.library.oregonstate.edu/concern/honors_college_theses/dr26z037f

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  • 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.
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