Branding Athletics in Canadian Higher Education
Date
2023-09-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ORCID
Type
Thesis
Degree Level
Masters
Abstract
Higher education institutions require competitive branding strategies to differentiate product
offerings in the higher education market. Higher education institutions incorporate multiple
brand identities into branding strategies that offer unique offerings to various audiences.
Extending the brand identity of an institution is a common branding strategy, allowing a deeper,
more meaningful connection with specific audiences internally and externally. A successful
extension of higher education institutions is the introduction of an athletic program for collegiate
sport competition. The athletic program often develops an alternative brand identity differing
from the institution identity. The scope of this thesis considers how athletic programs are
branded and named at Canadian higher education institutions and what impact this has on brand
alignment with the overall institution brand identity.
Description
Keywords
Branding, Higher Education Athletics, Brand Alignment
Citation
Degree
Master of Science (M.Sc.)
Department
Edwards School of Business
Program
Marketing