A brand expert says the Crusaders rugby team would survive with a new name.

The team's looking at either keeping the name but changing the imagery of knights on horseback, or changing their name altogether.

It comes after the Christchurch terror attacks, in which 50 Muslim worshippers were killed during afternoon prayers.

The Crusaders are named after the religious war started by the Latin Church against Muslims.

Brand expert Jill Brinsdon told Larry Williams the rugby team's brand is big enough to stand on its own.

"It's all about the name at the moment, but the brand has got a strong set of values and a powerful personality for that Canterbury region."

She says that the Washington Redskins are an example of a sports team that can move on from a re-naming. 

However, Brinsdon says that she is concerned that the Crusaders will be consulting with a research company on what to do. 

"Research can always tell you what exists, but it shouldn't tell you what to do." 

Brinsdon hopes they listen to the fans before making any decision.