ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS
Marketing Education Review
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.
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