Only a few months after Steve Ballmer purchased the LA Clippers in 2014, he and his staff began reconsidering everything about the franchise: where it should play, what its logo should look like, what colors it should use, even the name “Clippers” itself.
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Discussion Questions:
- What is a brand?
- Is the NBA a brand? Are the LA Clippers a brand?
- When you think of the LA Clippers, what do you think of? How might that help to describe the Clippers’ brand?
- What is rebranding?
- Why would a sports team want to rebrand?
- What types of things do you think a team considers about whether to rebrand?
- What might it consider once it does decide a rebrand is in the best interest of the franchise (colors, images, names, trademarks, etc)?
- Why is timing important when considering a rebrand?
- Why do you think the Clippers chose this time to rebrand the franchise?
- What is market research?
- What are the two primary types of market research?
- What is a focus group?
- Why do marketers use focus groups?
- What information did the Clippers learn from focus groups?
- How did that information help the franchise to make decisions about the team’s rebranding effort?