Changing Your Mascot

According to Mercado (2012), the cost of rebranding has been cited as the biggest obstacle to changing mascots and team names. Jerseys, websites, equipment, facilities, merchandise and a multitude of other items need to be change in order for change to happen. Mercado (2012) and Eitzen (2001) state that marketing departments have to consider the backlash and negative publicity that will come if the program does not conform to changing their racist and sexist mascots, team names and imagery. Price (2002) states that removing the offensive imagery and team names from merchandise would not stop the consumer from supporting their favorite teams. The consumer will continue to consume new merchandise and possibly at an even higher rate if given the opportunity to support a more socially acceptable message on their products.

 

According to Laveay, Callison & Grady (2009), the University of Utah Utes were able to keep their name after demonstrating support from three local tribes on their name and the positive message that the name and partnership between the tribes and the university. In some scenarios, there is no need for complete rebranding, but possibly marketing to show the positive nature of the name and the embrace of the local community can get the negative attention away from a program. While many people may believe all names should be abolished, some Native American mascots and team names have been given exemptions and proven to be well supported by their local Native American communities. According to Mercado (2012) and Price (2002), marketers must find creative ways to transition away from the use of racist mascots and team names to help lessen the immediate impact of changing their mascots, logos and other merchandise to less volatile characters.

 

Rebranding can be seen as an opportunity for rebirth. You can now write your school's history in a positive light and find ways to come up with a new and more appropriate mascot they will be able to support and display proudly.  

 

There are 4 steps to rebranding:

1. Finding a new name or mascot

2. Designing a new logo

3. Choosing new colors

4. Launching new mascot and name