VIEWS: 63 PAGES: 10 CATEGORY: Periodicals POSTED ON: 4/30/2011
The purpose of this case study is to examine the highly-publicized naming of Richmond Brave's new Minor League Baseball (MiLB) team in light of existing brand management theory as well as to learn more about the challenges of creating a new team brand. Given the product and the market, an additional goal is to assess the advantages and disadvantages of using a name-the-team contest in selecting the Flying Squirrels name for this professional sports franchise. When finished, one should be able to provide constructive, yet critical feedback on the organization's naming process and offer suggestions for how a team name can be used in the branding and positioning of a sport franchise. The following sections provide an overview of the marketing of MiLB, a background of professional baseball in Richmond, and the specifics of the Richmond Professional Baseball name-the-team contest; but first, it is important to provide a fundamental review of strategic brand management literature.
Sport Marketing Quarterly, 2011, 20, 56-64, © 2011 West Virginia University Case Study The Richmond What? The Naming of a Minor League Baseball Franchise Brendan Dwyer, Carrie W. Le Crom, Nathan Tomasini, and Gregory A. Smith Brendan Dwyer, PhD, is assistant director of student services and outreach in the Center for Sport Leadership at Virginia Commonwealth University. His research interests include issues related to sport marketing and sport consumer behavior,
Pages to are hidden for
"The Richmond What? The Naming of a Minor League Baseball Franchise"Please download to view full document