FANBRANDZ PRINCIPAL BILL FREDERICK QUOTED IN SBJ
Ever since the New Orleans Hornets officially changed their name to the Pelicans in February 2013, it has been common knowledge that the Charlotte Bobcats are now considering changing their name back to the Hornets. It's a rare opportunity to tap into the old Charlotte Hornets identity that existed from 1988 until 2002 (when the Hornets franchise moved to NOLA).
“In a lot of the branding that we do, we constantly look back at the original brand name,” said Bill Frederick, principal at Fanbrandz, a company that lists the NBA as a client. “This is an unusual case. The risk is that in sports, fans feel they are owners of the brand, and there is always a portion of the fan base that feels betrayed [when a change is made].”
Quote taken from Sports Business Journal, Volume 15, Issue 44
If you're an SBJ online subscriber, you may read the article in full here.
