Breaking the Curse: Rebranding the Sacramento Kings

The Sacramento Kings basketball team has a terrible reputation throughout the National Basketball Association (NBA) and has suffered a massive loss in their revenue and audience because of it. Even though they are the oldest team in the NBA and are based in the capital of California, which is the largest market in the world for basketball, they are consistently overshadowed by all of the other teams in California as well as most of the other teams in the NBA. This stems from their brand reputation which has slowly and consistently declined since the early 2000’s. Brand reputation is one of the largest factors when it comes to whether or not fans choose to follow a team, so my objective for this project is to increase the reputation of the Sacramento Kings’ brand through a redesign of their imagery and social media. I will evaluate my success by collecting data from fans of the NBA before and after the redesign. If their perception of the Kings has gotten better, then I will have succeeded.