North Carolina State University vs. Keuka College was never a fair fight. One is an NCAA Division I program that recruits some of the finest college athletes in the country, while the other plays in Division III for fun and fitness more than greatness and glory. The only thing these schools had in common was their team name: Wolfpack. That is, until NC State strong-armed Keuka into forfeiting its name under the pretense of protecting that brand.
Brand protection is a necessary evil, and it often comes at the expense of the little guy. Fictional entrepreneur Leonard Coke might be able to produce a delicious soda, but Coca-Cola can’t allow his name to be the brand. And no way should Target allow a gun and ammo producer to go by the same exact name. It’s not always the dominant brand that wins. Remember in 2002 when the WWF (World Wrestling Federation) was forced by the World Wildlife Fund to become the WWE? Chalk that one up to the little guy.
If a competing brand causes confusion as to which brand produces what products, then it’s reasonable to play defense. However, the threat of confusion by people anywhere looking for one school or the other is absurd.
Opinionated articles have appeared everywhere from local newspapers to major national outlets. It was brand bullying, and while the marketing reasons for doing so can be understood, if not appreciated, the public relations side takes a hit much larger than any gains from stripping Keuka College of its name. All in the name of brand integrity.