The ballad of Pierre the Pelican : how one NBA team turned a mascot blunder into a brand storytelling opportunity / Brandi Watkins.

Format:

Book

Author/Creator:

Watkins, Brandi, author.

Series:

SAGE Business Cases.

Sage business cases

Language:

English

Subjects (All):

Public relations--Case studies.

Public relations.

Sports administration--Case studies.

Sports administration.

Marketing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2023.

Summary:

For nearly a decade, the National Basketball Association's professional basketball team in New Orleans went by the nickname the Hornets. In 2013, the team underwent a complete rebranding, which included a new name (the Pelicans) and a new mascot. The team unveiled its new mascot and almost immediately faced backlash from the public and the media for the mascot's "scary" visage. This case study examines how the media and public opinion prompted a sports organization to reconsider an important component of its brand and outreach efforts: the mascot. The case also documents how the organization responded using creative brand storytelling. Students will be asked to analyze the media coverage that led to the decision to rebrand and critique the organization's response.

Notes:

Description based on XML content.

ISBN:

1-5296-1907-6

9781529619072

OCLC:

1382591798