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Case Study: The Dixie Southern Identification Associated With The Ole Miss

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V. Culture and Symbolism The Dixie southern identification associated with the Ole Miss brand is reflective of a place, a time. It is not just an institution, but a place- a marketplace for the existence of that very culture. This associates the institution with the past, easy for people to recognize, and differentiate from other institutions (Hakala & Lemmetyinen, 2013). Its culture commodified and used to garner funding for the school. Being a capital of culture brings short- and long-term cultural, social and economic benefits to the city (Hakala & Lemmetyinen, 2013). In the case of institutions, economic capital is a heuristic that describes their capital and buyers for it (Hakala & Lemmetyinen, 2013). Moreover, the racial symbolism associated with the institution is problematic for the academic institution. Symbols, visible associations or conventions that represent something obscure, are important in identifying the university and expressing its meaning and values (Hakala & Lemmetyinen, 2013). …show more content…

Brand recall is a sign of awareness (Aaker, 2014). People generally link positive attributes to items, products or services to which they are familiar. Also, brand awareness can be a signal or success, commitment, and substance- attributes that are critical to customer durables (Aaker, 2014). Secondly, brand association is what or to whom is the product associated with. This factor can influence customers’ relationship, purchase decision, user experience and can determine band loyalty. Brand associations are anything that links the customer to the brand (Aaker, 2014). It is central to a brand’s identity because it provides meaning to a brand. These associations signifies a promise to customers (Dawra & Gill, 2010). When measuring brand equity there are three aspects of brand association: brand as a product, brand as an organization and brand as personality (Aaker,

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