Abstract
Rebranding in sports has become commonplace as teams try to modernize their brand. Often, rebrands are viewed negatively by fans, particularly immediately following the rebrand. However, less is known about the impact of rebranding over time. In this case study, the Indiana State University athletics rebrand was explored three years after the initial launch. A total of 189 participants representing student-athletes, alumni, donors, faculty, and staff were asked open-ended questions on their feelings toward the rebrand. Four different themes emerged. The two positive themes were: modern logo, wordmark, and font, as well as public perception. The two negative themes were affinity for nostalgia/old logo, and lack of available product/consistent branding. The results add to the rebranding literature while providing practitioners with an understanding of key factors to consider in planning for and implementing a rebrand, as well as considerations of its lasting impact.
Recommended Citation
Blaszka, Matt; Walsh, Patrick T.; and Morehead, Craig
(2026)
"“What is our brand?” Examining the Indiana State University athletics rebrand,"
Findings in Sport, Hospitality, Entertainment, and Event Management: Vol. 6, Article 1.
Available at:
https://digitalcommons.memphis.edu/finsheem/vol6/iss1/1
Included in
Hospitality Administration and Management Commons, Marketing Commons, Sports Management Commons