Scott Hamula, associate professor and chair of the Department of Strategic Communication, recently published, "A name with no body: The search for a school mascot case study," in the Journal of Education Advancement & Marketing, Volume 4, Number 3.
The case explores the concept of branding as it is applied to institutions of higher education. It examines how Ithaca College undertook an attempt to create a brand character or, in this situation, a school mascot, to represent an already existing character name, Bomber. The entire ideation process is explored as well as how various stakeholders were solicited and managed. Also featured are concluding observations from several key Ithaca College personnel who were actively involved during the mascot search.
https://www.ithaca.edu/intercom/article.php/20200224101640742