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ERIC Number: EJ838497
Record Type: Journal
Publication Date: 2007-Aug
Pages: 21
Abstractor: As Provided
Reference Count: 31
ISSN: ISSN-0884-1241
Retaining a Legacy while Avoiding Trademark Infringement: A Case Study of One University's Attempt to Develop a Consistent Athletic Brand Identity
Alessandri, Sue Westcott
Journal of Marketing for Higher Education, v17 n1 p147-167 Aug 2007
This case study chronicles Syracuse University's athletic department's attempt to achieve consistency in its identity program by changing its identity during 2004, and then again in 2005. The changes were owing to high-level personnel changes on both the academic and athletic sides of the university. This case details the many issues arising from both identity changes, including negative public opinion and potential issues of trademark infringement. The practical and strategic implications for Syracuse University and other colleges and universities are discussed. (Contains 12 notes.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New York