The controversial move to rebrand Hull City AFC the Hull City Tigers or plain Hull Tigers, has divided opinion with most football fans opposing the move. The Allam family who own the club believe it is a smart and necessary marketing strategy.
Here, Hull Daily Mail football reporter Phil Buckinghamand branding expert Andrew Acum give their views.Phil Buckingham, HDM football reporter
What's in a name? Well, everything, actually. One hundred and nine years and all that goes with it.
Hull City Association Football Club was formed on June 28, 1904, to begin its journey into the hearts and minds of a region.
Its owners, managers, players, homes and badges may all have changed but that famous name has been sacrosanct. Until now.
An intent to rebrand the club as Hull City Tigers, or more dramatically still just plain old Hull Tigers, has the Allam family toying with over a century of tradition to hunt speculative commercial gain.
The angry reaction was as certain as the sun setting over West Park. Supporters are unwilling to accept a change that none have asked for.
What hurts them most is the lack of consideration.
Few would dare doubt the continued generosity of City's owners during two-and-a-half-
year stewardship, but that should never be rewarded with an autonomous rule.
If, as they accepted, it remains the supporters' club, surely their views are the ones that matter?
Accusations of stealth re-branding were dismissed on more than one occasion this summer so to be presented with a new name eight days before another Premier League adventure has the feel of a bad dream.
The Allam family, father Assem and son Ehab, were prepared for the backlash and perhaps steeled by a previous victory in the face of strong criticism.
It is only 14 months since City fans raged the sacking of former favourites Nick Barmby and Adam Pearson, yet there was no-one grumbling when Steve Bruce delivered promotion on May 4.
Changing a name, however, is incomparable to the shuffling of staff. We all expect the latter but a football fan clings to its identity. Without that, what's left in a sport already drifting away from the ordinary man?Andrew Acum, of Mercury Design and Marketing
Branding is all about creating and harnessing positive emotions, and branding any organisation which represents a place can be a particularly emotive issue.
Good brands engage core stakeholders, building on heritage and existing brand assets to deliver a positive mental image.
A good place brand – and a football club is essentially a place brand – also tells a story. It is rooted in the community from which it has evolved.
Hull City AFC is a strong brand with a proud heritage – it speaks of the struggle to establish Association Football in Hull in the early years of the 20th century. at a time when Hull and much of Yorkshire was dominated by the Northern Union.
The Tigers is also a strong brand – a marketing manager's dream. What better identity to symbolise the independence, fighting spirit and pride of the club and the place it represents? as well as the struggle for survival that both have endured over the years.
The club is now an international animal, however, it is facing the classic international marketing dilemma of thinking global but acting local.
How does it appeal to people who have no idea where Hull is or know its history?
How does it reconcile its ambition to appeal to a new audience in different parts of the world with different cultures with its desire to remain part of the community it represents?
It's a tricky proposition, but any good brand development should engage stakeholders at an early stage, allowing them to comment on and inform the brand development.
This way, they can ensure they keep their core audience while developing new markets.
