Branding Athletics in Canadian Higher Education
| dc.contributor.advisor | Swanson, Lee | |
| dc.contributor.committeeMember | Delbaere, Marjorie | |
| dc.contributor.committeeMember | Zhang, David | |
| dc.contributor.committeeMember | Booke, Julie | |
| dc.creator | Hertes, Kyle Richard | |
| dc.date.accessioned | 2023-09-16T04:38:37Z | |
| dc.date.available | 2023-09-16T04:38:37Z | |
| dc.date.copyright | 2023 | |
| dc.date.created | 2023-08 | |
| dc.date.issued | 2023-09-15 | |
| dc.date.submitted | August 2023 | |
| dc.date.updated | 2023-09-16T04:38:38Z | |
| dc.description.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. | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.uri | https://hdl.handle.net/10388/14999 | |
| dc.language.iso | en | |
| dc.subject | Branding | |
| dc.subject | Higher Education Athletics | |
| dc.subject | Brand Alignment | |
| dc.title | Branding Athletics in Canadian Higher Education | |
| dc.type | Thesis | |
| dc.type.material | text | |
| thesis.degree.department | Edwards School of Business | |
| thesis.degree.discipline | Marketing | |
| thesis.degree.grantor | University of Saskatchewan | |
| thesis.degree.level | Masters | |
| thesis.degree.name | Master of Science (M.Sc.) |