For this case study you will 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 Charlotte to 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? 

Your analysis should demonstrate thoughtful consideration of the ideas and concepts presented in the course by providing new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA or MLA standards.  Support your analysis with a minimum of 3 scholarly resources, at least 2 of which were published in the last five years. In addition to these specified resources, other appropriate resources may be included.  

Length: 3-5 pages (double spaced, 12-point font), not including title and reference pages.  Your paper should have an introduction and conclusion.