Where Legends are made : a case study of an advertising and branding campaign at the University of Alabama /

This case study of the University of Alabama's Where Legends Are Made illustrates how a 30 second television advertisement with a catchy tagline was transformed into a strategic branding campaign that communicated the essence of the university in a compelling story. Employing a qualitative meth...

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Bibliographic Details

Main Authors:	Vincent, John, active 2020 (Author), Hull, Kevin, active 2020 (Author), Lee, Jason W. (Author), Hill, John, active 2020 (Author)
Format:	eBook
Language:	English
Published:	London : Human Kinetics, Inc., 2020.
Series:	SAGE business cases
Subjects:	University of Alabama > Case studies. University of Alabama. Branding (Marketing) > Case studies. Advertising > Case studies. Stratégie de marque > Études de cas. Advertising. Branding (Marketing) Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book