The Washington Redskins franchise remains one of the most valuable in professional sports, in part because of its easily recognizable, popular, and profitable brand.

And yet redskins is a derogatory name for American Indians. Prominent journalists, politicians, and former players have publicly spoken out against the use of Redskins as the name of the team. The number of grassroots campaigns to change the name has risen in recent years despite the current team owner’s assertion that the team will never do so. The NFL, for its part, actively defends the name and supports it in court.

Redskins: Insult and Brand examines how the ongoing struggle over the team name raises important questions about how white Americans perceive American Indians, about the cultural power of consumer brands, and about continuing obstacles to inclusion and equality. C. Richard King examines the history of the team’s name, the evolution of the term redskin, and the various ways in which people both support and oppose its use today. King’s hard-hitting approach to the team’s logo and mascot exposes the disturbing history of a moniker’s association with the NFL-a multibillion-dollar entity that accepts public funds-as well as popular attitudes toward Native Americans today.