ERIC Number: EJ1160092
Record Type: Journal
Publication Date: 2017
Abstractor: As Provided
A Cause without a Rebel: The Rebranding of Forrest High School
Lee, Jason W.; Gregg, Elizabeth A.
Strategies: A Journal for Physical and Sport Educators, v30 n6 p15-19 2017
The public perception of academic institutions and their athletic programs are generally considered a prime factor in building their brand image. Maintaining a favorable institutional brand image can have a meaningful effect when conveying messages to key organizational stakeholders. Schools are to seek strategies aimed at generating positive exposure and conveying compelling messages that instill confidence in institutional stakeholders. For secondary schools, the ability to build and maintain a favorable brand image can be quite challenging. Accordingly, various factors can come into play regarding opportunities for building positive institutional brand associations and alleviating negative brand associations. This article addresses branding challenges that were experienced when a divisive school name and visible identity elements proved to be a contentious issue impacting the community. The process leading up to an institutional rebranding is presented, with specific attention to the significance of the strategic visual-identity planning process, including the implementation of the CHANGE model.
Descriptors: High Schools, Imagery, Political Issues, Social Attitudes, Social Bias, Racial Bias, United States History, Athletics, Civil Rights, Resistance to Change, Change Strategies, Reputation
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: High Schools
Authoring Institution: N/A
Grant or Contract Numbers: N/A