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

Authors

  • Patrick Walsh Syracuse University
  • Galen Clavio Indiana University
  • Stephen D. Ross Concordia University, St. Paul
  • Matthew Blaszka Indiana State University

DOI:

https://doi.org/10.18666/JASM-2017-V10-I4-9081

Keywords:

rebranding, brand revitalization, logo change, brand equity

Abstract

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. Subscribe to JASM

Published

2018-10-22

Issue

Section

Articles