Timothy E. Burson, William L. Sparks, Bradley W. Brooks
Journal of Case Studies
November 01, 2018
Building brand equity can be a demanding task even in the most ideal circumstances. Building equity for a professional sports brand that was once adored, then disdained, then nonexistent, and now back again posed particularly daunting challenges. The National Basketball Association (NBA) Charlotte Bobcats/Hornets willingly took on the task. This descriptive case illustrates the effective use of Aakers’ (1992) theories on assets and liabilities of building brand equity for a professional sports team. As Aaker’s theories have received significant academic use within Marketing Strategy and Branding applications, this case displays how the Charlotte Bobcats successfully transitioned its brand in returning the Charlotte Hornets to its original city.