In a minimum of six double-spaced pages, answer the following questions:
a. Provide a brief (one page or under) summary of what the Gwinnett Braves decided
to do with their rebranding. Include any information related to the reasons for
rebranding, the logo and name chosen, and the fan reception.
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b. Research the top minor league baseball teams in merchandise sales. What
characteristics of the team/brand make it valuable and/or popular?
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c. Identify a sports team that changed their team name and/or logo (besides the GBraves).
Discuss the impact of the name and/or logo change on brand equity, and key
indicators of that brand equity, such as attendance and merchandise sales.
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d. What benefits does the Braves’ ownership garner from keeping the team in
Gwinnett versus moving to a new location? Propose at least one new location that
would make sense if the team wanted to relocate. Be sure to include the entire minor
league structure/location of the Braves system in the discussion/justification.
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e. Now that you’re moving from Gwinnett, the Stripers name may not make sense.
Propose a new brand, complete with name, marks, and colors. It should have synergy
with the area and have a strong focus on selling merchandise both locally and
nationwide. You should use evidence from b. to support your new branding strategy.
5. Using the presentation tool of your choice (PowerPoint, etc.), create a short presentation (under eight slides) that tells the new brand story. You can see a brand story example Dr. Bass created at www.kawvalleyfc.com/club
