Congratulations to the newly named Akron RubberDucks, formerly the Akron Aeros. Isnít minor league baseball grand? The creativity of team owners never ceases to amaze me.
Iím talking not only about the teamís new identity, which features a stunning new snarling duck logo. Important business strategies that involve marketing, promotion and intellectual property rights come to mind.
The Akron team just finished its first season under new ownership with new marketing strategies. Changing the name and the team logo will provide not only a new image but new marketing opportunities, including the goods and merchandise for sale inside and outside the ballpark in team stores.
Teams shift identities all the time, altering logos and uniforms and creating new demand for apparel and other merchandise. But a total makeover with a change in mascot does not happen that often. Coupled with the attendance boomlet of the predecessor Akron Aeros this last season, timing is in the teamís favor. Advertisers will no doubt want to join the hoopla with new or renewal campaigns.
A fresh owner has an opportunity for innovative promotion of the team and all of its revenue streams. The new name and logo has already created valuable mentions in print, broadcast and social media, and will continue to do so.
Intellectual Property Rights
The team has also created valuable intellectual property rights in the new name and logo materials, including protection through copyright and trademark registrations.
In addition, because Minor League Baseball has the right to approve any changes in name or logo, it will assist in the protection of the mark and its defense against infringers. These are important legal rights that add considerable value to the team.