General Discussion
In reply to the discussion: Who does the Washington Redskins' name and logo benefit more? [View all]whatthehey
(3,660 posts)Brand strength is often measured in recognition, positive association and so on. That's very important when you are walking down an aisle with dozens of nigh-identical boxes of crackers and have an ad-generated hankering or family-generated habit for Wheat Thins. Call them Tiny Bites one day in a blue box and your customers would likely miss them. How important is it when you are the sole NFL team in town with constant free media coverage? No basketball fan in town thought the Bullets had disappeared within 24 hrs of the name change. Marlins fans know they are still in Florida. There was no huge marketing effort needed to retain those fans or sell TV or stadium naming rights. The licensed merchandise impact would be for the NEW logo, as a large swathe of fans want the newest/all replicas - hence the NHL's penchant for revolving 3rd strips and all leagues' passion for retro days. What Redskins fan would possibly be confused or ignorant sbout a new name within a day or two of the change? What would make the brand less strong as long as it remained an NFL team with the concomitant non-stop exposure (which a name change would INcrease; you'd get far more ESPN time with a big "controversial" story than yet another losing byline and RG3 injury update)?