istory of the Cleveland Indians is learned and appreciated. The greatest achievements for the Indians are two World Championships (1920 and 1948), five American League Pennants (1920, 1948, 1954, 1995, and 1997), six division titles (1995 to 1999, and 2001), and nine Post-Season Appearances (1920, 1948, 1954, 1995 to 1999, and 2001) (Team Pages, 2004).
             Lately there has been a lot of negative publicity in regards to the Cleveland Indians name and mascot, Chief Wahoo. The American Indian Movement has claimed that Cleveland and other professional sport teams, like the Washington Redskins, Kansas City Chiefs, and Atlanta Braves, exploit the Native Americans and First Nations people through team names, mascots, and marketing campaigns (Teters, 1999). This negative publicity can influence EuroCrown¡s public image, which is essential for its introduction to the North American market. EuroCrown wants to maintain a positive image, so that future North American ventures are not tarnished.
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