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Why Teams Rebrand: Uncovering the Motives and Process of Team Rebranding Initiatives

Patrick Walsh, Galen Clavio, Stephen D. Ross, Matthew Blaszka


While rebranding is very common in professional sport, little research has been devoted to this topic. In particular, no studies have examined the reasons why teams decide to make changes to their names, logos, and/or colors, and the process they go through while doing so. Through content analysis of public statements from teams and interviews with team executives, this study found five common reasons for rebranding, as well as recommendations from team executives for how to handle this process. Based on the results, practical implications are provided for teams who may be deciding to engage in some aspect of rebranding. 

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rebranding; brand revitalization; logo change; brand equity

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