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Please answer one of the following.
1) Let’s say that MLB has decided to put an expansion franchise in Portland, Oregon. What would be a good brand name for this new franchise? Why would that be a good team name? (Hint: The answer needs to have something to do with brand associations.)
or
2) Choose one professional sports team that you think should be rebranded. Discuss why you think the team should be rebranded and what you would recommend they do. Should they create new logos, use new colors, change the team name, etc.? What strategies should they incorporate while making these changes?

 

📌 Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Rebranding a professional sports team requires careful planning and strategic execution. If you’re unsure how to approach this assignment, follow this step-by-step guide to ensure your response is well-structured and compelling.

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🔹 Step 1: Choose a Professional Sports Team

• Select a team that has a branding issue (e.g., outdated logo, offensive name, lack of fan engagement).
• Consider controversies, declining fan interest, or a mismatch between the team’s image and its city.
• Example: The Washington Commanders (NFL) changed their name from the Redskins due to controversy, but the new brand has not resonated with fans.

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🔹 Step 2: Explain Why the Team Needs Rebranding

Clearly state the main reasons why the team should undergo a rebrand. Some common reasons include:
✅ Offensive or outdated team name
✅ Poor fan engagement with the brand
✅ Declining popularity and merchandise sales
✅ A major leadership or ownership change
✅ A desire to align with the city’s history or identity

📌 Example: The Washington Commanders’ name lacks a strong connection to D.C. and has received mixed reactions. Many fans feel it was a rushed decision rather than a well-thought-out rebranding effort.

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🔹 Step 3: Propose Specific Rebranding Strategies

Outline the steps the team should take to successfully rebrand. Include details such as:

✔ New Team Name

• Choose a name that better represents the team’s history or city culture.
• Example: Washington Red Wolves (ties to the region and has fan appeal).

✔ Logo & Color Scheme Changes

• Should the team keep, modify, or completely change its logo and colors?
• Consider modernizing the design while maintaining some connection to the past.

✔ Fan Engagement Strategy

• Involve the fanbase in the rebranding process through online polls, surveys, and contests.
• This helps build emotional buy-in and increases excitement.

✔ Marketing & Storytelling

• Create a compelling brand story that ties the new identity to the city and its values.
• Use social media, press releases, and merchandise to promote the new brand.

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🔹 Step 4: Address Challenges & Risks

• How will the team handle criticism?
• What strategies can be used to ensure a smooth transition?
• How can they ensure that merchandise sales and sponsorships increase instead of decline?

📌 Example: Some fans may resist the change, so the team should host events, giveaways, and social media campaigns to get fans excited about the new brand.

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🔹 Step 5: Conclude with a Strong Summary

• Reinforce why the rebranding is necessary.
• Highlight how the new brand will improve fan engagement, merchandise sales, and team image.
• Emphasize the long-term benefits of a successful rebrand.

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✅ Final Checklist Before Submission

✔ Does your response clearly state why the team needs a rebrand?
✔ Have you proposed specific, realistic changes to the team’s branding?
✔ Have you explained the marketing and engagement strategies?
✔ Have you used examples to make your argument stronger?
✔ Have you checked your grammar, spelling, and formatting?

By following this guide, you’ll craft a detailed and well-structured response that demonstrates your understanding of sports branding and marketing strategies. Good luck! 🚀

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