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Blog*Spot ArchivesContactRichard Ceccarelli Josh Mandir |
Thursday, November 18, 2004Building a bridge to Latin AmericaA marketing expert looks into the merits of the name "Los Angeles Angels" in today's OC Register:
Don't assume Moreno's aim in seeking a name change - from Anaheim Angels to Los Angeles Angels, or some derivative thereof - is strictly about leverage for more lucrative television contracts.That is the only plausible explanation, as it's highly unlikely any name change would have any effect on media contract revenue, ad revenue, or attendance. I still doubt the name "Los Angeles" would appeal more to Hispanics in Southern California, but it would certainly add some instant name recognition outside the US. Even then I would argue that the club is better off branding itself simply as "The Angels" - a form that would be inclusive, distinctive, and reminiscent of international soccer clubs (which often forego any geographic label). |
