Rebranding, is it really worth it?

What is a Mean Green? Is it a little confusing that our mascot is an Eagle? And “A Green Light to Greatness” as our brand identity? Considering orientation was a few years ago and not remembering our slogan before the rebranding that happened last year, it has just an acceptance of sorts, but does it really matter?

Every organization wants a strong brand. They want the recognition and benefits of a strong brand. Knowing where your strengths lie and incorporating those to your audience can have a lasting effect.

Some of the most visible organizations are sports teams. Everything lies with the team name and meaning. Yesterday the New Orleans’ NBA basketball team unveiled its team name change from the Hornets to the Pelicans. The unveiling of the logo, colors and team name Thursday showed its connection the local community. Pelicans have a strong population in the area and are Louisiana’s state bird.

This change could also tie into the environment of the Gulf Coast. The partnership between changing the environment and the team opens new doors for the team. The organization investment in the environment can also spark new buzz for the team when its name change takes place next season.

As a representation of local culture, Hornets are making the move to connect unlike other team names that seem not to make sense. It’s giving the community a meaning. Professional teams have been traded from to city before. The Utah Jazz were once from New Orleans but now the name doesn’t make sense as the jazz culture isn’t big there as it is in New Orleans. The last basketball team to be renamed was the Oklahoma City Thunder, who were once the Settle supersonics. The renaming opens a door for the Charlotte Bobcats to the use the name Hornets in the future.

Outside of sports, recently American Airlines unveiled its new look that includes a new logo, and employee uniforms. American Airlines, which is going through Chapter 11 bankruptcy, took a risk and criticism for the change. The change of logo is the first change in 40 years. The uniforms have not changed in 20 years. The company has declined to release how much this will cost. Some praise the new look but don’t know why they chose now to rebrand.

So what’s are they benefiting by this sort of rebranding? According to the article in the Houston Chronicle, the key components of a good brand strategy are instant messaging, assurance of quality, social factors and emotional appeal. Key message gets your point across and leaves an impression. Strong brands are associated with quality. You know that every time you buy a Coca-Cola it will have the same quality taste. The buzz around the rebranding can lead people to back into the arena or airplane seats. The Hornets are definitely trying to get people invested emotionally support back to the team. And well, American Airlines are looking for people to fill up those new planes.