It is quite a quandry and a waste of money if you get it wrong. I was in Australia in 1998 just after Brisbane beat Canterbury in the first NRL grandfinal and there was an absolute ton of Canterbury winners merchandise on sale for 25 - 50 cents because they had got it all made up incase they won, but that must have cost the club a fair wedge.
In response to Lawkholme Len from a while ago, yes it was me that came up with the name Cougars, it was a fair while ago now I was only 7 at the time. Funnily enough I have recently moved house and came accross the news paper cutting from the Keighley News announcing the clubs name change, and next to it, an article on us signing Jonny Walker from Otley Rugby Union.