Components

Case

The Washington Redskins: When Public Perception Challenges a Brand

Hardy, K.; Robinson, B.; O’Rourke, J. S. (editor)
March 17, 2021
SKU:
BUS-007485
Region: 
North America
Topic: 
Marketing & Sales
Length: 
8 pages
Keywords: 
public perception, rebranding, reputation management
Student Price: 
$4.00 (€3.44)
Average rating: 
0

The Washington Redskins professional football team face a new social climate with the sudden rise of power and influence of the Black Lives Matter Movement. The team, its owners, sponsors and fans confront a momentous shift in American tolerance for racially charged brands following the death George Floyd in 2020. Sponsorship arrangements, logotypes, even the team’s name are under fire.

Learning Outcomes: 
  1. To highlight the importance of understanding the public perception of a large brand and the risks a racially-charged brand poses to a company’s image and reputation.
  2. To provide an example of a valuable brand being publicly pressured to rebrand.
  3. To demonstrate the negative impact a racially-charged brand can have on partnering companies’ brands and reputations.
  4. To encourage discussion regarding cultural trends embracing social justice and their effect on company brands.