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4 Branding Considerations for the Redskins if They Did Decide to Change Their Name

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Washington Business Journal
“What the customer has bought into is not just the company, it's the brand itself,” said Prashant Malaviya, an associate professor of marketing at Georgetown's McDonough School of Business. “Its a deep-seated psychological question. There are brands where there's not just a rational choice but there is also the emotional choice that the brand means something, it stands for something that we become a part of. A good example is Harley Davidson."