Greater Western Sydney chair Tim Reed says his club is open to a rebrand “in time” as he declared: “100 per cent, we will be a powerhouse club.”

The club, which entered the AFL competition in 2012, has previously flirted previously with ditching the GWS acronym and using the “Giants” as the club’s sole official name.

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Speaking to AFL Media, Reed said changing or shortening the club’s Greater Western Sydney title was “something that we might contemplate in time”, but added the “most important part of a brand is what it stands for”.

“Whether we’re known as the Giants, whether we’re known as GWS, whatever the word is, I think the most important thing is what it represents and that’s the brand of footy we play. It’s the club that we are,” Reed said.

“No one who you ask who lives in Sydney says ‘I live in Greater Western Sydney’. It’s not a term that people naturally identify with, so it brings no benefit to the club in terms of a brand.

Tom Papley of the Swans celebrates kicking a goal in front of Toby Greene of the Giants. Picture: Mark Metcalfe/AFL Photos/via Getty ImagesSource: Getty Images

“But equally the more important thing to me is that we’re known for playing exciting footy.”

Former Collingwood president Eddie McGuire said any new Giants brand should encompass areas outside Western Sydney — especially Canberra.

“I just think the NSW Giants and get them playing as they are in Canberra and get the whole lot,” McGuire told Channel 9’s Footy Classified.

“Sydney Swans. NSW, they (Giants) get the whole lot — don’t just look at one little pocket.

“They went with GWS because they didn’t want to call them the ‘Blacktown Giants’ or anything else. They wanted to spread it out in much the same way as the Western Bulldogs have been able to do.”

McGuire said the Giants had developed a “fantastic” brand, but added: “Canberra is where all the money is.”

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Despite their being four NRL teams and two A-League teams in the their region, Reed said the Giants “definitively have the best product in the biggest market and we will be a powerhouse club”.

While crediting outgoing chief executive David Matthews and inaugural chair Tony Shepard for their early “heavy lifting” with the club, Reed said the Giants were now past their “start-up phase”.

“What I’d really like to see from here is now a program of just continual renewal and continued upgrade right across the club. Because if you look at clubs like Geelong, that’s how you have continued success,” he said.

“It’s how you continue to defy gravity and make the finals year after year after year, through that process of continued renewal.”