Title
ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS
Document Type
Article
Publication Title
Marketing Education Review
Publication Date
4-3-2019
Abstract
Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be easily adapted for a wide array of marketing classes. Findings indicate the students’ knowledge of, familiarity with, and ability to apply rebranding increase as a result of the experience.
Volume
29
Issue
2
First Page
125
Last Page
130
DOI
10.1080/10528008.2019.1609992
Recommended Citation
Bennett, D., Matos, G., & Andonova, Y. (2019). ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS. Marketing Education Review, 29 (2), 125-130. https://doi.org/10.1080/10528008.2019.1609992
ISSN
10528008
E-ISSN
21539987
