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What’s in a Name? Dumping ‘Redskins’ could have a major financial impact

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Washington Times
Ronald Goldstein, associate professor of marketing at Georgetown University, values the Redskins franchise at just under $2 billion, when factoring in the brand equity it has created with fans over the years, making it one of the most valuable sports franchises in the world. It could take decades for Mr. Snyder to recreate that sentiment among fans with a new team name.