Public relations role in rebranding campaigns : YMCA 2010 image overhaul case study

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dc.contributor.advisor Masse, Mark H., 1952-
dc.contributor.author Whitworth, Alicia R.
dc.date.accessioned 2012-12-31T15:14:08Z
dc.date.available 2012-12-31T15:14:08Z
dc.date.created 2012-12-15
dc.date.issued 2012-12-15
dc.identifier.uri http://cardinalscholar.bsu.edu/handle/123456789/197047
dc.description.abstract This study presents a comprehensive overview of the role of public relations in rebranding campaigns. A case study analysis of the 2010 Y-USA brand overhaul, compared with another high-profile branding campaign, provides evidence as to how organizations have utilized branding as it relates to organizational performance. In an effort to understand the intricacies of branding campaigns from a public relations perspective, this research works to identify aspects of effective and ineffective branding campaigns, explores the theoretical base upon which such campaigns are built and identifies the role of the organization’s publics. en_US
dc.description.sponsorship Department of Journalism
dc.subject.lcsh Branding (Marketing) -- Case studies
dc.subject.lcsh Corporations -- Public relations -- Case studies
dc.subject.other YMCA of the USA -- Case studies
dc.title Public relations role in rebranding campaigns : YMCA 2010 image overhaul case study en_US
dc.type Research paper (M.A.), 3 hrs.
dc.description.degree Thesis (M.A.) en_US
dc.identifier.cardcat-url http://liblink.bsu.edu/catkey/1705919


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  • Research Papers [5006]
    Research papers submitted to the Graduate School by Ball State University master's degree candidates in partial fulfillment of degree requirements.

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