This case asks participants to take on the role of a brand consultant, working for the fictional brand management firm, BrandNew, to advise on the branding of a new National Hockey League (NHL) franchise. The consultant will need to identify the strengths and weaknesses in the brand equity for three previous NHL expansion or relocation teams (i.e., Vegas Golden Knights, Winnipeg Jets, Carolina Hurricanes) in order to understand what goes into selecting an effective team name, color scheme, logo, mascot, and how to socially integrate into the host city market. Consultants will then make recommendations for the NHL’s next expansion team in Seattle, Washington, so as to build sustained brand equity in the Seattle market.
Davies is with the Health, Exercise, & Sport Sciences Department, University of the Pacific, Stockton, CA. Naraine is with the Department of Management, Deakin University, Burwood, Victoria, Australia. Mastromartino is with the Sport Management Department, University of Georgia, Athens, GA.