FanShot

Chiefs brand equity

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We found that the Redskins have indeed experienced decreasing brand equity over the past decade. Interestingly, the two N.F.L. teams with the most negative brand equity trends from 2002 to 2012 were the Redskins and the Kansas City Chiefs (another American Indian team name). The other teams with the most negative trends were the Oakland Raiders, St. Louis Rams and Cleveland Browns, all of which had average winning percentages over this period that were well below 40 percent. Though the Redskins and Chiefs also had below-average winning percentages, they lost even more brand equity than did those teams that experienced such pronounced on-field failure over the past decade.

‘Redskins’ Is Bad Business - NYTimes.com I bet if they used 2013, it is trending back up. Winning tends to matter the most and from 2002-12 the Chiefs had the worst 3-year stretch in their franchise history as well as (separately) the single worst season.
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