Table of Contents
Introduction
Jason Lee
The Design Science Behind University Logos
Jason Lee, Terence Cavanaugh, Susan Westcott Alessandri
Current Issues and Opportunities for University Branding through Fight Songs
Yongjin Hwang and Khalid Ballouli
Industry Interview: Jeremy Darlow
Kevin Hull
Brand Equity in College Athletics: An Assessment of Syracuse University’s “New York’s College Team” Strategic Branding Campaign
Glynn McGehee and Beth Cianfrone
Industry Interview: Pat Kraft
Elizabeth Gregg
