Puck drop in the Pacific Northwest : building brand equity for a new professional sport franchise /

This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three...

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Bibliographic Details

Main Authors:	Davies, Melissa (Author), Naraine, Michael L. (Author), Mastromartino, Brandon (Author)
Format:	eBook
Language:	English
Published:	London : Human Kinetics, Inc., 2019.
Series:	SAGE business cases
Subjects:	Product management. Sports > Marketing. Produits commerciaux > Gestion. Electronic books.
Online Access:	Connect to the full text of this electronic book