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The Rebranding Of The Brooklyn Nets : A Discourse Analysis, Michael Shane Wunderlich
The Rebranding Of The Brooklyn Nets : A Discourse Analysis, Michael Shane Wunderlich
LSU Master's Theses
This study examined the rebranding of the Brooklyn Nets. A discourse analysis was conducted that observed messages generated by the Brooklyn Nets, selected media sources and fans regarding a number of elements relating to the Brooklyn Nets’ rebrand. Branding is important to businesses and building brand equity and brand associations with the external public is important for businesses looking to succeed in a profit driven world. This is no different for professional sports franchises who also focus on building brand equity and brand associations with sports fans and other members of the general public. By first examining the methods taken …