Honors Projects

Abstract

The Bowling Green High School athletic department intends for their brand to be perceived a certain way by consumers. Consumers perceive the athletics department brand in a variety of ways, but questionnaire results show consumers perceive the athletics brand in three key areas that the Bowling Green High School intends for their brand to be. The following marketing plan discusses how the high school can strengthen their brand in the three areas of congruence with target consumers.

Major

Sport Management

First Advisor

J. Lucy Lee

First Advisor Department

Sport Management

Second Advisor

Ruth White

Second Advisor Department

Marketing

Publication Date

Spring 5-5-2016

Download

Share

COinS