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

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 imme...

Full description

Bibliographic Details
Main Author:	Watkins, Brandi (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	Sage business cases.
Subjects:	Public relations > Case studies. Sports administration > Case studies. Marketing > Case studies. Relations publiques > Études de cas. Sports > Gestion > Études de cas. Marketing > Études de cas. Marketing Public relations Sports administration Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
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.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529619072 1529619076