Option 2: The brand absolutely needs to have more of a connection to its new home that just sounding fun. To take an example, the London Leopards would be alright as something that sounds good, but leopards have nothing to do with London or England as a whole. The London Lions, on the other hand, have a lot more play - the lions on the coat of arms, the Three Lions being our soccer team, the lions at the base of Nelson's Column, all of this makes it feel like the marketing exec who's come up with the concept has put some thought into it rather than "duhhh two things start with same letter".

Similarly, colour scheme plays into it. If the London Lions hit the ice wearing green or orange I'd raise an eyebrow because it doesn't make sense - the flag is red, white and blue and lions would lend themselves nicely to a golden colour, and if you can't make an nice-looking set of branding from that you're not even trying.