Brand Equity of Charlotte Hornets
DOI:
https://doi.org/10.54691/bcpbm.v20i.1115Keywords:
Charlotte Hornets; Fan attendance; Brand History; Brand Equity; SWOT Analysis; NBAAbstract
Detached from the team after the rebranding. Charlotte Hornets has been back to peoples’ attention. Therefore, this paper intent to study the effects and the factors resulting from this issue and develop market-based resolutions to solve the problem. In this paper, the SWOT analysis and recent research papers were used to understand better the problems Charlotte Hornets is facing. Previous studies indicated a downward trend in fans' attendance at Charlotte Hornets games. However, several advantages of the Charlotte Hornets included that they have a solid financial capability. It is easy for the team to create the nostalgia effect to re-attract fans. Through investigation, the outcomes were that the Charlotte Hornets launched a campaign to get fans excited while strengthening community relations. Ultimately, the study ended with a recommendation on how to improve rebranding and increase the brand equity of the Charlotte Hornets
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