NFL’s Washington Commanders Name Jumpstarts Bid to Rebuild Brand

A mix of factors in and out of the Washington NFL team’s control will shape the ultimate effect of its bid to rebrand itself as the Commanders.

The team likely will continue securing rights in the U.S. and elsewhere for the name, which appears not to run afoul of existing registered trademark registrations, and continue a media campaign to tout its new moniker and imagery, trademark attorneys say. But the public will have a say in how the new name impacts image and goodwill—the cornerstones of a brand—and even in how its fans refer to it.

Sports teams are often ...