Reasons for organization rebranding based on social discourse and political correctness: A comparative case study of re-branding the NFL Washington Redskins and MLB Cleveland Indians

Ing. Petr Doležal

absolventská práce studenta CŽV

Abstract:

Common understanding of today’s social discourse and political correctness is that it is essential for any political and public representatives. Similarly, social trends are also tightly connected to business and avoiding any mismatch is important for every globally successful company. However, in this thesis will be discussed how significant the role of social discourse could be in a sports industry and whether an organization can bypass the today’s all-around political correctness. A National Football League (NFL) organization formerly known as The Washington Redskins and former Major League Baseball team Cleveland Indians, both that have been forced to change their name and overall brand vision, will serve as a case study demonstrating the importance of following the current social movements no matter of their rationality. The results of this analysis may serve as a proof of how to deal with the importance of current social trends.

Abstract:

Common understanding of today’s social discourse and political correctness is that it is essential for any political and public representatives. Similarly, social trends are also tightly connected to business and avoiding any mismatch is important for every globally successful company. However, in this thesis will be discussed how significant the role of social discourse could be in a sports industry and whether an organization can bypass the today’s all-around political correctness. A National Football League (NFL) organization formerly known as The Washington Redskins and former Major League Baseball team Cleveland Indians, both that have been forced to change their name and overall brand vision, will serve as a case study demonstrating the importance of following the current social movements no matter of their rationality. The results of this analysis may serve as a proof of how to deal with the importance of current social trends.

Keywords

Political correctness, Social movements, Sports, Rebranding, Economics

Keywords

Political correctness, Social movements, Rebranding, Economics, Sports

Language used: English

Date on which the thesis was submitted / produced: 21. 5. 2024

Thesis defence

• Supervisor: Ing. Hana Volfová, Ph.D.
• Reader: Jana Přikrylová, Ph.D.

ŠKODA AUTO a.s.

Škoda Auto Vysoká škola o.p.s.

celoživotní:
Master of Business Administration