Explore the MGA Library website to find the case study What's in a Name? A Case Study of NBA Baskeball in Charlotte. Feel free to find this case on your own -- or follow the step-by-step directions to download the full-text PDF file.

• Visit the MGA Library website: Library: Middle Georgia State University (mga.edu)
• Click on the FIND ARTICLES: GALILEO tab
• In the search box enter "case study" + NBA (or another set of key words that you'd like to try)
• Click on the title of the case: What's in a Name? A Case Study of NBA Baskeball in Charlotteto observe the details and abstract.
• Download the PDF Full Text file and read the case study.

In your case analysis address the following topics:

• Evaluate the product and service evolution over the years. What has the organization done well, and what challenges did it face?
• Analyze the historical branding decisions and discuss how the Hornets has developed brand equity of the years.
• Consider the organization's competition and value proposition. How has the brand position changed over time?
• What risks will brands in the NBA face in the future?