According to Pride & Ferrel's Marketing book, marketers must make decisions about products including choices about brands, brand names, brand marks, trademarks, and trade names. After reading about branding, I started to think about Montana State University and how they have recently had to make some of these considerations due to their efforts to re-brand the Bobcat logo, or brand mark. On April 17, 2013 Montana State University came out with the new logo for the school and for Bobcat Athletics. Montana State now has a new bobcat head and letter M in a more modern style, which embodies the fighting spirit of the school. The new letter M is in block style font still with some curves on the points of the M to differentiate Montana State University's M from those of Michigan State and Missouri. The Bobcat head has a more compact and round shape, an eye that has more detail, ears that have obvious tips, and a mouth that is now white instead of all gold. It was reported that MSU paid Torch Creative $18,000 to recreate the new letter M and Bobcat head logo. Athletic Director Peter Fields, announced that MSU will end up also having to pay over $50,000 to incorporate their new look in the football stadium and as well as other stadiums. So, why spend all this money for a few tweaks in the font of the M or to change the color and ears of the Bobcat you ask? Well, it’s all about branding and innovating products so that the brand can help the community/consumers identify specific products. In this case, Montana State is using a new brand mark so that people/consumers can determine Montana State from different schools. This re-branding process that MSU went through was intended to represent and reflect the characteristics and dynamics of the teams at the university. Peter Fields stated, "We see these new identity elements as an investment in the program, and they are truly unique to Montana State University and Bobcat Athletics." Fields also added that the coaches and athletes want the logo to reflect their success, while still honoring tradition. The new logo represents action while remaining true to the original Aggie Spirit. I am interested to see if the Bobcat community will respond the same once this football season starts to unravel. Needless to say, this new brand mark will increase sales for Montana State due to the up sale in merchandise. Regardless if people like the new look or not, fans will want to sport the new logo due to their brand loyalty to the school. So everyone, it’s time to hop on board! Out with the Old and In with the NEW! GO BOBCATS!
That seems like a lot of money, and I still do like the old logo. Even so, I do see the importance of unveiling a re-brand with pride to build up the team and refocus the community on MSU. Great post!
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