Because the name “African wild dog” has negative connotations, conservationalists are attempting to rebrand the endangered canine as “painted wolf” to help with conservational efforts.
Unfortunately, the name African wild dog has had several negative connotations that have been detrimental to the endangered species’ image and conservational efforts.
As such, some conservationalists have begun using the name painted wolf to re-brand the African wild dog and make the animal sound exotic, rather than feral. Some argue that this shift may help promote positive attention and combat frequent misconception that African wild dogs are just feral dogs.
This strategy has worked for other animals, such as the re-brand from killer whale to orca for Orcinus orca.