Assessing University Brand Personality of University Academic and Athletic Logos.

  • Watkins B
  • Gonzenbach W
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Abstract

The article focuses on a research which examined the application of the brand personality concept to two major areas of university branding, namely the university as an academic entity and athletic program. It discusses the perceived brand personality of the university as an academic enterprise and their athletic programs. It describes the relationships between the perceived brand personalities of both entities. Several review of literature are presented about branding and brand personality.

Author-supplied keywords

  • ADVERTISING
  • BRANDING (Marketing)
  • COLLEGE sports
  • MARKETING
  • UNIVERSITIES & colleges

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Authors

  • Brandi Watkins

  • William J Gonzenbach

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